Levi Strauss Ads
Endless Trend boots
Endless Trend boots
For this project, I developed a creative brief for a non-existing brand of cowboy boots developed by Levi Strauss & Co. Using this creative brief and Levi's previous "Go Forth" campaign, I designed two print advertisements.
Magazine Print Advertisement
Magazine Print Advertisement
Advertising Creative Brief
Client: Levi Strauss and Company
Product: Levi’s Endless Trend Boots
Developed by: Levi Strauss and Company& Kayla Green
Objective: To develop a new brand of“cowboy” boots and publish print advertisements to create product interest aswell as continue with established positioning of the whole company.
Media: 4 color, full-page magazineadvertisements in women’s and men’s fashion magazines such as Cosmopolitan,Elle, and GQ.
Target Audiences: This particular campaignwill aim towards men and women from age 18-34. However, at the productintroduction, we will place and target advertisements toward women because theygenerally are more up-to-date on fashion trends and often influence trends formen.
Rationale: Ashleigh is a 23-year-oldthat has just graduated college with a bachelor’s degree in graphic design andis currently working in Chicago for her first major job. Ashleigh is afashion-conscious woman, who values looking professional styles that areclassic with a more updated look, as well as pieces that she can dress up anddress down.
What is the CompetitiveEnvironment: Thereare many different brands of cowboy boots on the market that serve for fashionstatements and practical purposes like country and farm lifestyles. However,there are no brands that are currently recognizable as a specialist in generalconsumer fashion for “cowboy-esque” boots.
Primary Customer Benefits: Levi has been a trustedbrand in the jeans category since the mid-1800s, and has been a leader in denimfashions since the 1970s when jeans became popular for the general consumer,and not just for workers. Similarly, cowboy boots are no longer simply worn forpractical purposes and serve more as a fashion statement – a trend that nevergoes out of style.
What are the Key Points tobe communicated? Although Levi’s Endless Trend Boots are new to the market, the timeless“cowboy boot” look is revived through this new product line, giving it a modernappearance. No longer are women to be separated from the men who wore cowboyboots, empowering them to take control over their style.
What information isavailable to support each key point? Primary and secondary data about consumer fashiontrends, historical information, product website, and consumer focus groups andsurveys
What is the tonality of themessage? Carefree,bold, individualistic, fun, defiant
What are the mandatoryconsiderations? The advertisement must show the name of the product line, the logo, atagline for the product line, and have a unique feel but keep the traditionalfeel for the company’s existing advertisements.
What do we want people to doafter reading the ad? Go to the website to look at the different styles of “cowboy-esque”boots made for the Levi’s Endless Trend Boots line, tell others about it, andpurchase a pair.
Positioning Statement: Levi Strauss and Company isknown for its long tradition of being a reliable and sturdy brand for denimjeans. Originally made for riveters and factory workers, the brand took a turntowards the general consumer market and became a fashion trend starting in the1970s. Levi’s Endless Trend Boots intends to take a similar approach for themarket for cowboy boots –although they have been worn for over one hundredyears, they no longer are worn solely by ranchers, farmers, and cowboys. Thisbrand hopes to capture the lively, carefree spirit of previous Levi’s jean advertisementsto inform the public about Levi’s Endless Trend Boots and encourage them tofall in love with them like they did with denim jeans.
Client: Levi Strauss and Company
Product: Levi’s Endless Trend Boots
Developed by: Levi Strauss and Company& Kayla Green
Objective: To develop a new brand of“cowboy” boots and publish print advertisements to create product interest aswell as continue with established positioning of the whole company.
Media: 4 color, full-page magazineadvertisements in women’s and men’s fashion magazines such as Cosmopolitan,Elle, and GQ.
Target Audiences: This particular campaignwill aim towards men and women from age 18-34. However, at the productintroduction, we will place and target advertisements toward women because theygenerally are more up-to-date on fashion trends and often influence trends formen.
Rationale: Ashleigh is a 23-year-oldthat has just graduated college with a bachelor’s degree in graphic design andis currently working in Chicago for her first major job. Ashleigh is afashion-conscious woman, who values looking professional styles that areclassic with a more updated look, as well as pieces that she can dress up anddress down.
What is the CompetitiveEnvironment: Thereare many different brands of cowboy boots on the market that serve for fashionstatements and practical purposes like country and farm lifestyles. However,there are no brands that are currently recognizable as a specialist in generalconsumer fashion for “cowboy-esque” boots.
Primary Customer Benefits: Levi has been a trustedbrand in the jeans category since the mid-1800s, and has been a leader in denimfashions since the 1970s when jeans became popular for the general consumer,and not just for workers. Similarly, cowboy boots are no longer simply worn forpractical purposes and serve more as a fashion statement – a trend that nevergoes out of style.
What are the Key Points tobe communicated? Although Levi’s Endless Trend Boots are new to the market, the timeless“cowboy boot” look is revived through this new product line, giving it a modernappearance. No longer are women to be separated from the men who wore cowboyboots, empowering them to take control over their style.
What information isavailable to support each key point? Primary and secondary data about consumer fashiontrends, historical information, product website, and consumer focus groups andsurveys
What is the tonality of themessage? Carefree,bold, individualistic, fun, defiant
What are the mandatoryconsiderations? The advertisement must show the name of the product line, the logo, atagline for the product line, and have a unique feel but keep the traditionalfeel for the company’s existing advertisements.
What do we want people to doafter reading the ad? Go to the website to look at the different styles of “cowboy-esque”boots made for the Levi’s Endless Trend Boots line, tell others about it, andpurchase a pair.
Positioning Statement: Levi Strauss and Company isknown for its long tradition of being a reliable and sturdy brand for denimjeans. Originally made for riveters and factory workers, the brand took a turntowards the general consumer market and became a fashion trend starting in the1970s. Levi’s Endless Trend Boots intends to take a similar approach for themarket for cowboy boots –although they have been worn for over one hundredyears, they no longer are worn solely by ranchers, farmers, and cowboys. Thisbrand hopes to capture the lively, carefree spirit of previous Levi’s jean advertisementsto inform the public about Levi’s Endless Trend Boots and encourage them tofall in love with them like they did with denim jeans.
