Levi's: Explore Your Straight Side

This coaster/discount coupon effort, first distributed at the L.A. Gay Pride Parade earlier this month, and later at the Gay Pride marches in San Francisco and New York, as well as at select clubs like the Roxy, "is an attempt to generate buzz w

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This coaster/discount coupon effort, first distributed at the L.A. Gay Pride Parade earlier this month, and later at the Gay Pride marches in San Francisco and New York, as well as at select clubs like the Roxy, "is an attempt to generate buzz with coveted fashion-forward types before the Levi's Straight Jeans commercial breaks nationwide in early July," says BBH writer Tom Kraemer. It ties into a site at www.levis.com/straightside where you can find the answer to the no doubt often puzzling question, regardless of your gender or sexual orientation, of what a crescent wrench looks like (see the PDF). As for the "How to gut a fish" coaster in the PDF, if it doesn't seem to particularly make any sense gagwise, it was intended to be one of the "more informative and less goofy" executions, says Kraemer, and the fish-gutting issue is in fact handled with greater clarity in the online quiz. At any rate, the coasters were distributed by "shirtless, buff male models," notes Kraemer, some of whom can be seen in the PDF at the L.A. event. Illustrations by David Foldvari, www.bigactive.com.
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About

Credits
Date
Jun 27, 2006
Illustrator:
David Foldvari
Copywriter:
Tom Kraemer
Art Director:
Nick Klinkert
Group Creative Director:
Thomas Hayo
Executive Creative Director:
Kevin Roddy
Client:
Levi's
Agency:
BBH New York
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