Only fashion titles, 60” ad in Cinema and special and giant billboards were the focused contribution of the old media in the teaser phase. A life-sized historical catalogue was catwalked in a tube tunnel in the most fashionable Italian city, Milan.Illuminated bus-stop billboard had LCD’s placed in them (media first) to feature the campaign and heighten attention. TV campaign needn’t to go on for a long time; Levi’s was new again in the consumers’ mind!

The campaign maximized the coverage thanks to originality and visual impact, having had resonance amongst the target. Millward Brown Brand image indicators, such as Momentum (WOM indicator) and Consideration grew by 3pts on average.The campaign was featured on the CNBC satellite channel for its creativity and innovation.