levi’s ‘originals’ campaign 1996

The print campaign ‘Originals’ was shot over 20 years ago and leveraged the power of the influential creative team behind the seminal ‘The Face’ magazine. The campaign implemented first as an advertorial before being rolled out across media, OOH and point-of-sale in Original Levi’s Stores UK-wide, caused much discussion among ‘brandanistas’. The conversation took over publications from national newspapers to music magazines – an early case of viral even if it was via print.