Levi's launches fifth installment of "Live in Levi's" campaign

Levi’s has launched the fifth installment of its “Live in Levi’s” campaign. Titled “Circles”, the campaign was created in partnership with FCB West, and aims to celebrate the brand’s individuality and connectedness through music, dance and Levi’s.The integrated campaign was launched globally on Levi’s 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’s products across the globe. According to the press statement, “Circles” aims to recognise the company’s connection across wildly different global communities and find the joy in individuality. The spot also ends with the tagline “Let’s live how we dance. #LiveInLevis”.https://www.youtube.com/watch?v=ZgcgFP9nGqY&feature=youtu.be“The Levi’s 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 ‘Circles,’ we felt uniquely capable of contributing to today’s conversation with a sense of optimism, joy and togetherness,” Jennifer Sey, chief marketing officer of the Levi’s brand, said.Marketing has reached out to Levi’s for additional comment.