Agency: Bartle Bogle Hegarty | Author: Tim Lindsay |
Levi 501s
INTRODUCTION
In 1984, the Levi Strauss company reorganised its operation in Europe. Suffering from a serious downturn in the jeans market, under pressure from a host of small, fashion-oriented brands, and feeling the effects of a deterioration in image following ill-advised forays into menswear and youthwear, morale was at a low ebb. For a company that was unused to anything except success, with an unparalleled record in employee relations, the prospect of lay-offs was a bitter pill.
In 1986, the company's new commercials had to be taken off air...