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MARCH
23 marked Levi's ‘Free to Move’ launch at the Pioneer Studios,
Sydney.
‘Free to Indulge’, ‘Free to Choose’,
and ‘Free to Move’ are among the slogans emblazened around the
Australia–New Zealand markets as Levi's gears up to win market share
for winter 2000.
Levi's is placing a strong emphasis on individuality
with an TVC, print and POS campaign that provides a window into the lives
of everyday people, proud of who they are regardless of descrimination.
It is a campaign suited to the more progressive, positive nature of the
2000s—and very much in keeping with this magazine's ‘It's about
being yourself’ principle.
The campaign, featuring Phumi, Kevin and André—and
their attitude—was shot against vivid blue skies and minimalist spaces
to promote the new message of freedom.
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