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Levis boss plans big awards entrance

Remembering a famous Cannes Lions moment from the archives

It’s 1993, and Levi’s is due to collect the relatively new ‘Advertiser of the Year’ award. The world-famous denim brand decided that a simple stroll onto the stage wasn't quite enough...

The late 80s and early 90s were a rich time for Levi's creatively, starting with the famous 'Laundrette' TV spot picking up a Gold Film Lion 1986 and then going on to collect a further 10 Lions over the next six years. In 1992, Levi's took home the first ever Grand Prix for the new Press and Poster Lion. 

This rare picture from the archive shows an awards rehearsal from 1993. Levi’s boss Robert D. Haas, great grand-grand nephew of Levi Strauss himself, arrives on stage in a buggy driven by a young Romain Hatchuel. Romain was son of Roger, the then owner and CEO of Cannes Lions. You can just make out R. Hatchuel senior perched in the back of the buggy between the two hostesses. 

Haas was rehearsing the presentation of the Advertiser of the Year, which was still a relatively new award, having only been launched the previous year, when it went to PepsiCo. The award honours clients that have distinguished themselves by the quality of their campaigns or inspire innovative marketing of their products or services.

After this picture: Haas stepped down as CEO of Levi’s in 1999, but continues to be a major presence in the company in his role as Chairman Emeritus. Levis would pick up five gold Lions that year, and the brand continued to win multiple Lions every year throughout the 1990s. Romain Hatchuel went on to become CEO of Cannes Lions, before stepping down in 2002 to take up a post at Euro RSCG Worldwide. 

Browse more examples of award-winning work from Levi's in the Cannes Lions Archive. 

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