Category
Fashion & Retail
Medium
Print
Agency
Bartle Bogle Hegart
Brand
Levi Strauss & Co.
Art Director
Sir John Hegarty
Copywriter
Barbara Noakes
Place
UK
Year
1982
In 1982, Levi’s launched black jeans in the UK to stand out in a market dominated by blue denim, aiming to capture the rebellious spirit of those choosing black. The campaign, created by the then-new agency BBH, became iconic-especially the "black sheep" poster featuring the strapline written by Barbara Noakes: “When the world zigs, zag.” This line not only defined the campaign’s message of individuality and nonconformity but also became BBH’s own motto, cementing both the brand and agency in advertising history.
Agency: Bartle Bogle Hegart
