Agency: Bartle Bogle Hegarty | Author: Derek Robson |
Levi's: 'Christopher Columbus was Wrong, the World is Flat'
INTRODUCTION
This is a story of a campaign that has often been misunderstood, and in some cases misrepresented. Its advertising that has generated literally thousands of column inches across Europe and has been endlessly deconstructed in the media.
THE LATE 1990'S EVERYONE'S PREDICTING A DENIM APOCALYPSE
Levis prospects globally entering 1999 looked bleak. In Europe brand share was falling in a declining market. The brands ability to command a price premium was steadily eroding. There was also evidence that the core target...