When the World Zigs, Zag — black Levi’s, 1982.— BBH / Levi’s; creative team: John Hegarty and Barbara Nokes. Photographer unconfirmed.
When the World Zigs, Zag
- Brand:
- Levi’s
- Agency:
- Bartle Bogle Hegarty
Timeless principle
Make the product difference and the brand attitude visible in the same image.
The idea
Make black denim a visible expression of going your own way.
Why it works
The black sheep is both the product demonstration and the attitude. Its color singles it out; its direction makes that difference a choice. Against the pale flock, the animal gives black denim an immediate visual meaning without showing a pair of jeans. The line below names the behavior in a rhythm that is easy to remember. Almost everything in the composition points one way, so the smallest exception becomes the subject. A practical color variation acquires a point of view.
Tags
- Classic Print
- Outdoor
- Visual Metaphor
- Fashion
- Individuality