VCU MASC 201 Creative Levi's Project

Posts tagged “Declaration Of Independence

Review/Preview of Levi’s Project 54 (54 of 54)

I wanted my last post to quickly review MASC 201 and Project 54 for anyone wondering what motivated or inspired this blog.  Each week our instructors assigned a directive like “tough” or “thankful” which we then had to align with Levi’s jeans the brand.  Project 54 pushes advertising students to produce multiple creative ideas through different forms of media with deadlines.  Even though MASC 201 is a creative advertising class, we were not required to make our posts Levi’s ads.  The main purpose was to exercise our creative abilities by forcing us to create new and different ideas about different topics but the same brand, Levi’s.  Each week we had to create about 4 or 5 posts on the directive and Levi’s jeans.  We had to spend at least 45 minutes thinking and creating each post, and our ideas had to be original – different than our classmates.  There’s a link to the site where you can see the work of my classmates located in the top right hand corner of my home page.  I encourage you to check out their work, and have included a collage composed of images from my favorite posts. I hope you enjoy Project 54 as much as I did.


The Boston Jean Party (32 of 54)

The Boston Jean Party

Weekly Directive:  INDEPENDENT

The chain of events that led to the American Revolutionary War or the American War of Independence, between the Kingdom of Great Britain and thirteen British Colonies in North America, was set into motion when the Parliament of Great Britain imposed taxes, such as the Stamp Act of 1765.  Ongoing wars had depleted the British Empire’s resources, and the British East India Company was struggling financially. They felt as though the flourishing Colonies should share the burden.  The Colonists claimed taxation without representation was unconstitutional.  Eventually, British Parliament agreed to lift all but the tax on Levi’s Jeans. Before the introduction of Spanish tobacco, Levi’s were the Colonies’ largest export.  Levi’s symbolized American Freedom and were the Colonies’ major source of income.  The Colonist saw the Levi’s Tax, as a slap in the face.  Patrick Henry would later respond, “Give me Levi’s or give me death!”  The American boycott on Britain’s taxation of Levi’s Jeans led to the Boston Jean Party in 1773.


The Declaration of Denim-pendence (16 of 54)

We hold these truths to be self-evident, that all men are created equal.  Luckily for you, your  jeans are not.

Weekly Directive:  DEMOCRACY

I wanted to make Levi’s out of parchment, or a Declaration of Independence out of denim, but time would not permit it.  However, I did find a Declaration of Independence shot that resembled the rear of Levi’s Jeans, so I photoshop’d this image. Looking back, I wish I had emphasized on the red tag.