Levi’s has announced the launch of its global brand campaign, Live in Levi’s. It is a creative collaboration among Foote, Cone & Belding, The House Worldwide and Levi’s.
The campaign runs on digital and social platforms including TV, cinema and print globally. The brand focuses on engaging and activating the consumers through virtual and real-life events along with the in-store and smart-phone experiences.
Featuring the Fall 2014 collection, the campaign highlights the Levi’s 511 Slim denim for men, and the Levi’s Revel denim for women including the iconic products such as the 501 jeans, western shirts and trucker jackets.
Jennifer Sey, chief marketing officer, Levi’s said, “Live in Levi’s is more than a campaign, it’s an optimistic new direction that reinvigorates the Levi’s soul. The energy, storytelling and iconic jeans wear at the center of the effort will reinforce what longtime Levi’s loyalists love about the brand and serve to attract new fans around the world. We’re celebrating the eternally optimistic spirit and iconic product that make the Levi’s brand great and forever relevant.”
This campaign aims to capture the spirit of the iconic brand that has always been an embodiment of the events of its time. “Authenticity is at the core of the brand. Levi’s invented the blue jean and ‘Live in Levi’s captures what it means to wear them,” said Eric Springer, FCB West chief creative officer.
At the forefront of the ‘Live in Levi’s’ campaign is an innovative digital approach, serving to engage and activate the expansive global community of Levi’s fans around the globe with their shared experiences. A social film showcasing the stories of people and products which no other brand intends to tell will launch in early August. The television and cinema spot, directed by Fredrik Bond, and featuring a track by the raspy-voiced blues rock musician Jamie N. Commons, celebrates individuals who are living and having fun in their Levi’s products and will begin airing in late July on cinema screens worldwide.
