Levi’s Deconstructed Jeans were advertised in Australia with this set of print advertisements, a campaign winning the Folio Grand Prix 2006. Heads and limbs are seen sprawling on furniture with Levis jeans in dingy settings, including a train carriage. The concept is centred on the capacity of women to take denim jeans and reconstruct them as skirts.
The Levis Deconstructed campaign was developed at The Furnace, Sydney by creative director Jay Furby, art director Chris McMullen. Stylist and art director was Kathy McKinnon. Photographer was Sean Izzard.