denim.

this article was posted in the NYTimes today.

it was interesting for a few reasons. one, i knew levi's was searching for a new agency last year, and i knew one of the agencies in the running - so i clearly wanted to know who was going to win the account. two, because of the agency they chose.

"Wieden & Kennedy was selected for the assignment, Mr. Sweeny said, because of its “track record for tapping into” popular culture for brands aimed at younger consumers like Nike." Mr. Sweeny, by the way, is the vice president of marketing for levi's.

i already do not like the campaign. i think it is generic. and it doesn't really make me want to jump on the levi bandwagon. and i say this because i am the target market.

also, i think it is ridiculous for them to choose W+K because of the work they do for Nike. yes, most likely there were other reasons in the choosing of said agency, and while i do enjoy the work they produce for nike, among other brands, i think it is because both have created this lasting, beautiful partnership together, while also being given the time to really understand one another, as well as the cultural landscape they advertise in. so, if levi's wants to get back to being awesome, creatively, i hope they are ready to spend the time and energy by building a relationship with W+K.

also:

this is a rebranding campaign, first and foremost. new agency. new creative. new tagline. and while as a country we are facing tough times, i find it odd to wrap a rebranding campaign strictly around the economy. their research shows the target market being optimistic about the future - we're resilient!

i think they should have built a campaign around what they want to be (while also keeping their heritage), and then add parts to it to fit the current climate. because when this is all said and done, they are going back to the drawing board to fit the new climate.

am i wrong in this thought? again, i was not part of the actual pitch, or the selection process, so this is just an opinion.