Taxis all look the same to people strolling New York City streets, but a 3D Levi’s 501 image atop 400 cabs is even making unimpressionable Big Apple residents take notice.
The three-dimensional images of the Levi’s against a red background were conceived by Show Media, which launched the campaign for the iconic jeans brand on Dec. 5. The signs will be in place through Fashion Week at the end of February.
“Nobody has the sheer number of ads that we do on the street,” said John Amato, president of Show Media. “This kind of shock advertising is where you’re going to have to be to stand out in the crowd.”
Amato said the campaign initially prompted calls to Levi’s corporate headquarters from store managers in its Manhattan outlets who hadn’t seen the signs and wanted to know whether there was a promotion afoot that they hadn’t been informed about.
The 3D taxi sign concept was inspired by a Levi’s 3D billboard that Amato saw in Los Angeles. He immediately asked his creative director to draft a conceptual sign, pitched Levi’s on the campaign and got it rolling.
Levi’s is building on the buzz by separately posting similar 3D images on New York City billboards through the end of January.
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