Agency: Bartle Bogle Hegarty | Author: Jim Carroll |
Levi's Red Tab Poster Campaign - Plotting a Path through a Strategic and Creative Minefield
INTRODUCTION
Over the last ten years, Levi's advertising has maintained extraordinary standards of creativity and innovation in both film and print. The young Levi's consumer is one of the most sophisticated and demanding judges of advertising and we are always on a knife edge with new creative work, because the risks of failure are great.
This paper shows how planning plotted a clear and safe path through a strategic and creative minefield, identifying the...