Levis Originals Never Fit

Levi’s Originals Never Fit print ad, “Cheerleaders”, has won a Yellow Pencil at the D&AD Awards. The ad is part of a set of six, including “Dad”, “Audience”, “Cops”, “Guard” and “Firing Squad”. Levi’s Originals jeans are presented as the clothing choice for individuals who refuse to fit in with society’s expectations. The six photographs present wearer point-of-view perspectives of faces filled with disdain, shock and ruthlessness.

Levi's Originals Never Fit - Cheerleaders

Levi's Originals Never Fit - Dad

Levi's Originals Never Fit - Dad

Levi's Originals Never Fit - Cops

Levi's Originals Never Fit - Prison Cell

Levi's Originals Never Fit - Guard

Levi's Originals Never Fit - Audience

Levi's Originals Never Fit - Firing Squad

Credits

The Levis Originals Never Fit campaign was developed at BBH London by creative directors Alex Grieve, John Hegarty and Adrian Rossi, art director Nick Allsop, copywriter Simon Veksner, photographer Joseph Rodriguez, typographer Chris Chapman, planner Patricia McDonald, account team Mel Exon and Paisley Wright, and brand manager Michael Joubert.