Levi’s worn-in look jeans
Dramatic visuals replace the usual fashion models and product shots for this jeans range.
||McCann-Erickson Advertising (advertising agency for Levi's)
||Chemically-treated denin mimicking long-term usage (frays, fading)
||Full-page magazine ads, point-of-sale posters
||Concepts and art direction. Created in collaboration with other McCann-Erickson creative/production team members and suppliers.
In keeping with Levi's masculine image, this campaign used destructive, abrasive items (grater, mallet, file) as strong visual metaphors for the "aging" process.
The campaign was very successful in international award shows:
Finalist, Cannes Advertising Festival
Finalist, New York Festivals
Finalist, London Internationals
Category winner, Creativity Annual Awards