Levi’s has launched a digital platform set to host everything from shoppable videos to consumer-generated imagery as part of its new Live in Levi’s global campaign.
Created in partnership with AKQA, the microsite is designed to serve as a living lookbook or a showcase of the brand’s jeans being worn around the world. It will combine storytelling with social media and e-commerce, aiming to engage and activate its global community based on the idea of shared experiences.
“Nearly everyone in the modern world owns, or has owned, a pair of Levi’s jeans,” says Stephen Clements, executive creative director at AKQA. “The global ubiquity of the brand and the diversity of people’s style is what we wanted to celebrate. It’s something no other brand can claim.”
Indeed, the tagline for the campaign reads: “A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”
Anchoring the initiative at launch is an interactive shoppable film. Featuring influencers including Sleigh Bells frontwoman Alexis Krauss, through to street-style star Julia Sarr-Jamois, it invites users to further explore each individual story at any point while watching. Access is then provided to photo galleries, product information, videos and links to shop the look.
“The people who wear Levi’s have always been the inspiration for our brand,” says Jennifer Sey, CMO for the Levi’s brand. “This innovation is a way for us to open up our legacy and invite participation from all over the world by allowing users to shop for iconic Levi’s products highlighted in the film.”
In an earlier interview with The Drum, she explained: “We were inspired by all the letters we receive from consumers and so we just wanted to create and facilitate a space for the stories they are already telling about Levi’s. I would say the three goals of the campaign are to assert the brand’s denim leadership, to tell authentic self-expression, which is really our point of differentiation, and to put the brand back at the centre of culture again as opposed to on the fringe.”
The film was shot in New York, London, Paris, Tokyo and Shanghai in collaboration with editorial and production company, Monster Children.
Fans are invited to contribute to the project with their own Levi’s moments by using the hashtag #LiveInLevis across social platforms. The results will be curated by Levi’s and paired with a relevant product that users can click to buy. A certain level of localisation will also occur as content is created and promoted relevant to specific markets.