Seeing double with Levis

Singapore - Levi's has launched a new BBH-conceptualised BTL campaign for its 501 Day 2008 festivities which includes the launch of a limited edition pair of jeans.

The brand wishes to reintroduce the original 1947 Levi's 501 and make it relevant to present day, while communicating that regardless of fads and fashion the 501 remains a classic icon.

Shot in black and white to bring forth the feel of timelessness the idea of ‘Then and Now', two almost-identical shots are juxtaposed alongside each other to make them seem identical. On closer inspection, modern cues have added to one of them.

The campaign was shot by award-winning photographer Simon Harsent who worked on several campaigns for Levi's including the 2007 Fall Winter Copper Collection and Premium Eco Jeans.