Post 12/40 - Pepe Jeans 'The End'
1995. When Leagas Delaney London won Pepe Jeans we explained to the client that Levi’s could have Americana but we wanted teenage angst / nihilism.
This state of mind was captured in the film, shot with typical panache by the Douglas Brothers. Yet the print was probably the most talked about. Martin Galton conjured up a great piece of art direction for the brand which allowed all kinds of mayhem on the page, and which spoke to our audience in a way that would be fresh if it came out today.
Client: Pepe Jeans | Title: ‘‘The End, ‘I.D.’, ‘Don’t Tell Me What to Do’ | Office: London