FCB'S LEGACY

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Foote, Cone & Belding, ad agency for Levi Strauss & Co. for 68 years, nurtured one of America's brand icons through its 20th century evolution. Here is a retospective of the agency's work.

"Working Man" (1981): Factory workers produce a Levi's batwing logo in the company's first attempt at branding. FCB's most recent branding work took a much more eclectic direction with episodic tales of free-spirited jeans-wearing characters.

"Miner" (1977): Levi's tries to move away from its blue denim-only identity in this spot which shows an animated miner explaining that a new "vein" at the Levi's mine revealed a whole new array of colorful shirts and pants in new styles.

"Woman Breaking the Mold" (1994): Levi's began a push to increase its share of the women's jeans market, first with a print campaign based on Matisse-like figures, then with a TV effort that celebrated the voice of the individual woman.

"Elevator" (1996): Young strangers in an elevator fantasize about life together in this spot for Wide Leg jeans. When their elevator door opens, the young man and woman go separate ways.

"501 Reasons" (1995): Taking a page from David Letterman's Top 10 lists, this print, outdoor and TV campaign portrayed humorous situations in which the attributes of Levi's 501 jeans were lauded. The campaign included the award-winning "Pool Boy" spot.

"Prospector" (1967): A forty-niner prepares a burial plot for his old pair of Levi's jeans. This spot was Mr. Koelker's personal favorite.

"Max Drummer" (1989): Director Spike Lee's "Button Fly Report" campaign featured individuals like this young drummer and his improvised instruments. The work was by Peter Angelos, now creative director of TBWA Chiat/Day's new San Francisco office.

"Women" (1991): When other jeans marketers were featuring perfect models in their ads, Levi Strauss in this print and outdoor series focused on the dreams of women of a variety of body shapes.

"Hope" (1986): The Harlem Boys Choir performs in one spot from the long-running "501 Blues" campaign, the late FCB Creative Director Mike Koelker's signature campaign for the brand.

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