Levi Strauss – Christopher Columbus

Campaign in 1999 by BBH for Levi's. Brand share was falling sharply in a declining market Europe-wide.
Agency: Bartle Bogle HegartyAuthor: 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...