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Industry: Email Alert RSS FeedLevi's Backs L2 Line with Colorful Autumnal Print Splash
Brandweek, July 17, 2000
SAN FRANCISCO--Fall ads for Levi's L2 brand, slated for a mid-July through December run in young men's lifestyle publications and girls' fashion and lifestyle titles, portray a surrealist "Suburban Utopia" world in which anything is possible. Colorful images shot by LA. photographer Moshe Brakha show two girls talking in a birdnest or scaling a fence; guys are mischievously raking leaves or hanging alongside laundry on a clothesline.
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Agency is Jon Ritt Designs, San Francisco. Besides print ads in Cosmo Girl, Teen People, Mademoiselle, Jump, ESPN, Sports Illustrated and others, outdoor and guerrilla marketing in Seattle and Minneapolis provide additional support. L2 sponsors the Aggressive Skate Association and a team of skaters plus its own high-school tour in seven markets. In-store appearances and a model search in September augment.
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