Levi's Promotes Old Jeans with Programming Throwback


With asymmetrical seams (sewn by hand ye old indentured way) and copper rivets, Levi's Copper jeans allegedly hark back to the first jeans ever. To promote this hat-tip to history, Ogilvy One, Singapore also takes a nod backward with a pure HTML-written site.

Using archaic inconvenience to promote user interactivity, oversized imagery elicits scrolling in all directions. Copper trivia pops out of the dirt in old-school info windows and facts on the jeans appear in drop-down menus starkly interspersed across the huge denim-and-dirt backdrop. The usability and aesthetic annoyances that come with vintage web design nipped more than once, but we dig the creative effort.

If you're so inspired that another day without Copper jeans will kill you, print out a life-sized PDF to try on. We've never worn PDF before and we can't wait to show all our friends.

Thanks to Richard Ho of AdCritic.com for the Levi's Copper info.

Written by Angela Natividad    Comments (3)     File: Campaigns, Good, Online     Mar- 2-07  
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Is it real? Is Levi's their client? Or is it for a local shop? Just wondering.

Posted by: Lugnut on March 2, 2007 01:11 PM

Real as the vodka in Lindsay Lohan's waterbottle, Lugnut. Levi's the company is pushing it, but at present the site is Singapore-specific.

Posted by: Angela Natividad on March 2, 2007 03:10 PM

Pretty cool.

Posted by: makethelogobigger on March 2, 2007 03:13 PM

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