Solution

This year’s Cannes Gold winning ‘Dangerous Liaisons’ campaign sought to assert Levi’s’ current clout as a producer of voguish denim whilst also celebrating its fashion legacy in a 90 second retrospective. We wanted to convey how previous trends have informed those of the moment by portraying an almost domino effect of designs. This idea is encapsulated in the new brand endline: ‘New from the Original.’

In a wood-panelled room, an exquisite young woman of the late 1800s awaits her beau, donned in a Levi’s original one-piece. Upon his arrival, they immediately begin to undress one another, and with the removal of each garment appears a new outfit from a different generation of Levi’s clothing. When the millennial outfit is removed they finally reach flesh. The ad signals the continued sexiness, old and new, of the Levi’s brand - our first ever client.