It’s a Saturday morning, and I thought I’d kick off the day by sharing this image. It’s one that I always go back to, in a effort to remind myself that sometimes the greatest ideas are the simplest.
It was 1982 and everyone was wearing blue jeans, as they had been for many years. Levi Strauss was considered the market leader and zillions of people all over the globe would visit their stores to get their jeans.
However, there were rumours that denim was going out of fashion and so Levi’s wanted to play a daring ace card…they wanted to launch black denim. Something pretty alien to their customers at the time.
They approached advertising agency BBH and thus the poster above was born, and it was a rip-roaring success.
Many fashionistas like to go against the grain, and be different from ‘sheep’ the world over so the image of the black sheep going against the tide appealed to them.
Not only that, but the clothes we wear are a form of expressionism and we all like to think we’re an individual – just like the black sheep in that picture.
Looking at this also makes me want to go out and buy Levi’s jeans…why must I be such an easy target for advertising bigwigs the world over?