Client: Levi Strauss & Co
Project: Levis 'Originals Never Fit'
Media: Press
Levis 'Originals Never Fit'

DESCRIPTION

Brief
Launch the Spring/Summer 2008 collection
Solution
Levi’s has always been the uniform of rebels, free-thinkers, and pioneers: a brand that has always appealed to people with a desire to stand out and express themselves in an original way. It's clothing continues to be mould-breaking and reaction-provoking. 

Shot by acclaimed photo-journalist Joseph Rodriguez, the new campaign for the Spring/Summer 2008 collection communicates this historical brand truth from the first-person point of view of a Levi’s-wearing hero. The ads feature different popularised scenarios wherein difference isn’t appreciated, ‘Originals Never Fit’.  In each photograph, the objective of reigniting the free-thinking, rebellious spirit of the brand is explored showing reactions of rigid-thinking characters. 

The campaign breaks the rules of standard fashion advertising, featuring actors rather than models whose performances were literally directed to capture tha ctual moment of not fitting in.