Levis: The Medium is the Message Martha Burkard & Kim Crawford

History Started in 1853 by Levi Strauss One of the worlds largest brand name apparel marketers 3 brands; Levis, Levi Strauss Signature & Dockers levistrauss.com In 1969 a writer for American Fabrics magazine declared, "Denim is one of the world's oldest fabrics, yet it remains eternally young” I can do this slide if you want. I know a lot of the history of the company after writing a report on it.

The Medium is the Message Article is about the creativity of their 2009 ad campaign “style for every story” print campaign The article is about the creativity of the campaign and it’s kind of old but when you look onto the Levi website and show the commercial for the new spring photo shoot I think that the creativity is still there and we can talk about that. The print reflect what the person does in that a waitress would use coffee to make her imprint, a soccer or rugby player would use mud, a jewelry designers is made with gold leaf Richard Avedon uses people’s butts for the prints Prints reflect what the person does “How you wear your jeans, the style you wear and how you distress them is very personal,” Thomas Hayo (creative director)

Levi’s Creative Advertising Levi's jeans, "501 Blues", Foote, Cone & Belding, 1984 Adage’s top 100 ad campaigns This is the jean that started it all Levi’s Red Tab on Jeans Viral Videos: Jeans Jump ‘Live Unbuttoned’

The New Spirit of Denim Levi’s newest campaign is meant to bring back the spirit of denim Continuing with “every style has a story”

Latest Ad Campaign America Go Forth Wieden + Kennedy ad firm that developed Levi’s new ad campaign. (they also worked for Nike’s ad campaign) Bring back the Levi’s strong brand heritage Walt Whitman’s recording of his poem “America”

References http://www.levistrauss.com/Heritage/History.aspx http://creativity-online.com/work/levis-the-medium-is- the-message/10451 http://www.creativereview.co.uk/cr- blog/2009/june/levis-go-forth http://www.nytimes.com/2009/06/30/business/medi a/30adco.html?_r=1