VCU MASC 201 Creative Levi's Project

Posts tagged “United States

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.


Levi’s Presents Hottest Abe Lincoln (41 of 54)

 

Weekly Directive:  RESPONSIBLE

When I think of responsibility, I picture the past leaders of our nation.  Abraham Lincoln stands out in my mind. He fought and died to abolish slavery, which was responsible for his death. I guess it’s true that responsibility just leads to more responsibility.  What if instead of his signature stove-top hat, Lincoln wore Signature Levi’s? I remember playing with Lincoln Logs in elementary school and making Abraham Lincoln crafts out of construction paper.  Instead of a black stove-top hat and a beard, he’d be remembered for his Levi’s jeans and would thus have a more clean-cut look about him.  Honest Abe would’ve been hottest Abe and wouldn’t have wasted time chopping down the cherry tree like Washington. Hottest Abe would’ve torched that sucker! Like James Dean, in “Rebel Without a Cause,” he would have set off a slave rebellion, and definitely wouldn’t have gotten “popped” by John Wilkes Booth that infamous night at Ford’s Theater in Washington D.C. Hottest Abe would’ve been packing heat, or been somewhere cooler than a play house.  He’d would’ve gone out like  a rock star and  been remembered as the hottest forefather of our nation.


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.


Bootleg-cut (29 of 54)

The Prohibition of Levi’s

Weekly Directive:  PROGRESSIVE

The Progressive Era in the United States was a period of social activism and political reform that flourished from the 1890s to the 1920s. Prohibition was one of the most notable products of the Progressive Movement, making it illegal  to manufacture, transport, import, export, sell, or consume alcohol and alcoholic beverages.  It was unsuccessful in North America and elsewhere, as bootlegging  became widespread, and organized crime took control of the distribution of alcohol. Prohibition came to an end in the late 1920s or early 1930s in most of North America and Europe, although a few locations continued prohibition for many more years.  What if the Progressive Movement had set their sights on regulating Levi’s?  I mean, it could happen.   Let’s not forget, the government  “prohibited” the sale of Levi’s to non-defense workers 10-years later during WWII, and even went as far as banning jeans at school and the work place.  Levi’s wearers during those times were just a persistent as the bootleggers, rum runners, and  moonshiners during the Prohibition period. Prohibition increased the demand for alcohol,  fueled organized crime giving birth to the speakeasy and an  underground/”bootleg” culture.  The demand for Levi’s also increased during times of regulation a”s did the “bootlegging of Levi’s.   Could you imagine getting your Levi’s from Al Capone or even “bootlegging” Levi’s? What if there were secret clubs for Levi’s wearers? There are so many possibilities, but I really like the idea of a 1920’s Levi’s Speakeasy.  That would make a sick TV commercial…