Levi‚Äôs has launched the fifth installment of its ‚ÄúLive in Levi‚Äôs‚ÄĚ campaign. Titled ‚ÄúCircles‚ÄĚ, the campaign was created in partnership with FCB West, and aims to celebrate the brand‚Äôs individuality and connectedness through music, dance and Levi‚Äôs.
The integrated campaign was launched globally on Levi‚Äôs owned digital and social channels and will roll out worldwide. This includes markets such as China, France, Germany, India, Russia, Spain, UK, US and other key countries globally.
The campaign also features an ad spot launched in August which showcases different dancing individuals wearing Levi‚Äôs products across the globe. According to the press statement, ‚ÄúCircles‚ÄĚ aims to recognise the company‚Äôs connection across wildly different global communities and find the joy in individuality. The spot also ends with the tagline ‚ÄúLet‚Äôs live how we dance. #LiveInLevis‚ÄĚ.
‚ÄúThe Levi‚Äôs brand has long embodied the democratic ideals of optimism, inclusiveness and progress. But most importantly, the brand has always led with courage, participating in the American promise of equality and social justice. In creating ‚ÄėCircles,‚Äô we felt uniquely capable of contributing to today‚Äôs conversation with a sense of optimism, joy and togetherness,‚ÄĚ Jennifer Sey, chief marketing officer of the Levi‚Äôs brand, said.
Marketing has reached out to Levi‚Äôs for additional comment.