Advertising Agency: Bartle Bogle Hegarty Asia-Pacific, Singapore
“Reconstructed is the new Fall/Winter 07 print campaign for Levi’s Copper Jeans. Much the same way Copper Jeans’ seams and pockets are held in place with metal rivets, broken bones can be reconstructed with metal pins and plates. The vintage x-ray treatment is a nod to Levi’s 154 year heritage, as well helping to showcase Copper’s product features in an interesting, new light.”
The images for the Asia-Pacific Levi’s Copper Jeans campaign are absolutely beautiful, but I think the overall concept is a bit forced. They’re trying to compare the strength of the metal rivets in the jeans to that of the metal used to hold bone fragments together, but we’re talking about two completely different materials here. If Levi’s used the same type of metal used to mend broken bones for the metal rivets in their jeans then maybe the juxtaposition can be justified. Otherwise just leave the metal in the bone out of the ad and focus on the rivets.
Do people even care about the rivets in their jeans? Selling jeans is about the look, the style, and the fit. Using an x-ray to convey these concepts is not going to cut it.
Big props to the ad agency for trying to use medical imagery though!