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The agency's first ad was for [[Levi Strauss & Co.|Levi's]] and it showed a black sheep going against the herd. It became the agency icon and spawned the phrase, "when the world zigs, zag". The Levi's black sheep poster was not an easy ad to buy because at the time all jeans ads had people in them, but it proved successful.<ref>{{Cite web|title = Close-Up: Why Levi's proved to be such a good fit for BBH|url = http://www.campaignlive.co.uk/article/close-up-why-levis-proved-good-fit-bbh/1019445|accessdate = 11 September 2015}}</ref>
Over the next 28 years, BBH went on to produce many award-winning films for [[Levi Strauss & Co.|Levi's]]. "Launderette"<ref>{{Cite web|title = Levi's Laundrette Advert (1985)|url = http://www.wgsn.com/blogs/levis-laundrette-advert-1985/|accessdate = 11 September 2015}}</ref> starred [[Nick Kamen]] and was set to a soundtrack of [[Marvin Gaye]]'s '[[I Heard It Through the Grapevine]]', confirming Levi's place in history as one of the most talked about advertisers ever as they sold over 2 million boxer shorts in one year.<ref>{{Cite news|url=http://www.campaignlive.co.uk/article/6-ads-made-bartle-bogle-hegarty/1303564|title=6 ads that made... Bartle Bogle Hegarty|access-date=2 June 2017}}</ref> In 1991, BBH cast
Beyond Levi's, the company has also been responsible for creating iconic long-running campaigns for other global brands, such as ''{{lang|de|"[[Vorsprung durch Technik]]"}}'' for [[Audi]] which Sir John Hegarty coined in 1984,{{citation needed|date=October 2017}}<!-- WP:RS needed; removed link to WP--> "The [[Axe (Lynx)|Lynx]] Effect" for [[Unilever]] which propelled the male body spray into the number one spot globally<ref>{{Cite news|url=https://www.dandad.org/en/d-ad-lynx-pulse-case-study-insights/|title=Case Study: Lynx Pulse|work=D&AD|access-date=2 June 2017}}</ref> and "Keep Walking" for [[Johnnie Walker]] which bought the brand sales up from 13% of the global market when the campaign broke in 2000, to over 20% at the end of 2013 according to IWSR.<ref>{{Cite news|url=http://www.adweek.com/brand-marketing/after-15-years-bbh-johnnie-walker-picks-new-agency-162024/|title=After 15 Years With BBH, Johnnie Walker Picks a New Agency|access-date=2 June 2017}}</ref>
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