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mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} </style> <![endif]--> <p class="MsoNormal">Levi's’ın tarihindeki ilk global kampanyası İngiltere'de yayınlamaya başlayalı bir iki saat geçmeden Londra'da politik ayaklanmalar başladı. <br /> <br /> Levi’s yeni global kampanyasında 1 Mayıs gösterilerinden görüntüler kullanılmıştı. Wieden & Kennedy tarafından yaratılan reklamda, Londra'da gerçekleşen ayaklanmalara oldukça benzer görüntüler var.</p> <p class="MsoNormal">Levi's’ın global kampanyasıyla politik olaylar arasındaki tesadüf markayı, reklam filminin yayınını İngiltere'de bir süre ertelemeye zorladı. Bu arada, Levi's’ın global reklamı üzerinde bazı değişiklikler yapıldı ve özellikle eylem görüntüleri reklamdan kaldırıldı. <br /> <br /> Levi's'ın global pazarlama müdürü Rebecca Van Dyck, "Dünyanın her köşesiyle bağlantı halindeyiz ve Londra'da gerçekleşen olaylara duyarsız kalmak istemeyiz. Go Forth (ileri git) kampanyamız zamanın ruhunu yakalamak konusunda çok büyük bir başarı göstermiş olsa da özel bir politik olay ya da hareketle bağlantılı değil öncü bir ruhu anlatıyor" dedi.</p> <p class="MsoNormal">Van Dyck'ın açıklamasına göre Levi's ekibi global kampanya için Türkiye'nin de içinde olduğu 13 ülkeyi gezmiş. Avustralya, Hindistan, Kuzey Afrika, İspanya ve Tayvan’ın da yer aldığı bu ülkelerde farklı yaş gruplarındaki insanlarla görüşerek onların değerleri ve nelerin onlar için önemli olduğunu incelemiş. Bu araştırma sonucunda kampanyanın konseptini gençlerin dünyada pozitif bir değişim yaratma istekleri belirlemiş. Bu konsept ışığında 1 Mayıs'ta Berlin’de reklam filmi için çekimler yapılmış.<br /> <br /> (İlgili film aşağıdan izlenebilir)</p> <p class="MsoNormal">Kaynak: Media Cat</p> <p class="MsoNormal"> </p>