Levi Strauss & Co: Rear View Girls – Los Angeles
Colenso BBDO/Proximity
Entry Information
Category: Product Manufacturing and DistributionCountry where program ran: InternationalDates program started/ended: February 2011 – February 2012
Product Description:
Levi's CURVE ID jeans
Advertiser/Client Name: Levi Strauss & Co, San FranciscoMedia Channels: Social Networking
Website:http://www.ourshowroom.co.nz/rearviewgirls/
Strategy
Marketplace challenge:
Levi's weren't famous for their flattering fit on women. The brand had lost relevance with over 55% of it's audience because it was so hard to find a pair of Levi's that fitted if you had anything different to a...