Levi’s creates new global brand campaign

The Levi’s brand has launched its new global brand campaign titled “Live in Levi’s”. At the forefront of the campaign is a digital approach aiming to engage the global Levi’s community. The campaign attempts to celebrate real-life moments experienced by Levi’s owners ranging from first dates to rodeos and road trips and every day in between.

A social film showcases the stories of people and products and will launch in early August on TV and in cinemas. It celebrates individuals who are living and having fun in their Levi’s products. The campaign also spans across social platforms and print globally.

The print and outdoor campaign featuring taglines such as “For everybody who’s not just anybody” and “Look good on your way to what’s next”. It will begin running in late July in key markets including: New York, San Francisco, London, Paris, Berlin, Shanghai, Hong Kong, Mexico City, Mumbai and Tokyo along with other key cities globally. Consumers will also be engaged through real-life and virtual events, as well as mobile and in-store experiences.

The first work developed for the campaign is a creative collaboration between FCB, The House Worldwide and the Levi’s brand.

“‘Live in Levi’s’ is more than a campaign, it’s an optimistic new direction that reinvigorates the Levi’s brand’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,” Jennifer Sey, chief marketing officer for the Levi’s brand said.

“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,” Eric Springer, FCB West chief creative officer said.

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