Levi's I-Candy - Advertising on the tangled web

Jim Carroll

Levi Strauss and Company developed I-Candy, a revolutionary form of interactive advertising on the worldwide web as it felt a need for a web presence beyond its site levi.com.
Agency:Author: Jim Carroll

Levi's I-Candy: Advertising on the Tangled Web

INTRODUCTION

This is the story of how the challenges of 'new' media helped us look afresh at 'old' media; and how an understanding of commercial expression in 'old' media indicated a new way of advertising in the 'new'. It is the story of how Levi Strauss and Company developed I-Candy, a revolutionary form of advertising on the World Wide Web.

THE DEATH OF ADVERTISING AND ALL THAT

We should not forget that in the early days of the Net any form of commercial participation was anathema. There was...

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