That poster’s strapline – “When the world zigs, zag” – became our own motto. This is the story of how we rebuilt a once iconic brand, spawned seven number one hit singles, launched the careers of Brad Pitt and puppet Flat Eric – and created advertising folklore. In the 60s, Levi’s had defined counter-culture cool.

In 1982, Levi’s launched black jeans in the UK. At the time denim was invariably blue so Levi’s wanted to capture the rebellious spirit of those opting for black. The ad by BBH became a classic. But the strapline, written by Barbara Noakes, “When the …

BBH's advertising philosophy is encapsulated in their first ad for Levi's, which depicted a black sheep going against the herd. This ad birthed the phrase "when the world zigs, zag" and became the agency's emblematic icon, underlining its bold, innovative approach.

Sales of Levi’s jeans were in decline in the UK and the company had a poor image – American, expensive and passé. There were five agencies competing for the account.

The agency’s first three clients were Audi, Levi’s and Whitbread – all enduring relationships – and the black sheep, the agency’s mascot, came from its first work for Levi’s. This was a poster that showed a black sheep going against the herd, with the endline "When the world zigs, zag".

Referencing a 70s era Levi’s ® silhouette, the Vest comes in a washed out denim finish, completed with a slightly longer cut, zig-zag stitching at seams and triple lined shaggy sherpa interior. The Denim Dress is a women’s focused piece, offered in faded light wash denim and cut as an A-line straight hem dress, completed with an embroidered logo stamp, zig-zag stitching at the seams, and ...

Sep 9, 2008 · In 1982, when Levis was planning to launch their Black Denim, they got BBH to create a poster. It was a poster with all the white sheep going in one direction and in the middle of it was a black sheep going the opposite direction. And it just simply said, “Black Levi’s. When the world zigs, zag.”

Inspired by a vintage Levi's® Sherpa Trucker Jacket, this one is cut with a slightly cropped, boxy fit, a cozy sherpa lining, a light indigo wash and a subtle zig-zag stitch detail.

Aug 30, 2019 · BBH’s presentation focussed on making Levi Strauss proud of their brand, with emphasis on the product’s quality, durability and Americanness. They won the pitch. Their first …

BBH — When the World Zigs, Zag! Shortly after it was founded in 1982, BBH created a much-acclaimed advert for Levi's: a flock of white sheep looks in one direction, while a solitary black sheep focuses on another.