Millions of jeans and just as many stories to tell. The new Levi’s campaign is shaking up the rules: by introducing a digital platform that allows their immense international fan community to interact, the jeans manufacturer is turning its followers into a living shopfront for their mythic jeans. The project invites them to share their daily life in Levi’s by using the hashtag #LiveInLevis on Facebook, Twitter, Instagram, and Weibo. And so these stories begin. The result is bewildering: a fascinating mosaic of thousands of authentic ways to live, work, and play in Levi’s. With these experiences shared across the world, Levi’s has decided to show how the world lives in their jeans.
“Almost everyone owns, or has owned a pair of Levi’s® jeans”, reminds Stephen Clements, creative director at AKQA, the creative arm behind the project. And no other brand can pride itself on such omnipresence, coupled with such diversity. The owners of Levi’s products are unequalled when it comes to reworking, dusting off, and stylizing an object as legendary as jeans. That’s why today, they, who’ve always inspired the brand, are becoming its digital muses. Beyond the communicational benefits, the American manufacturer hopes to allow people around the world to assert their own style.
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