Levi’s is profiling five emerging musicians alongside 15-time Grammy award-winner Alicia Keys in the latest iteration of its Live in Levi’s campaign.
At the heart of the initiative, is a dedicated digital destination anchored by a video series called First Steps. Each of the artists – Keys, as well as Kurt Vile, Ibeyi, Benjamin Booker, Kavka Shishido and Ryn Weaver – share their individual stories in these, talking about finding the confidence to take the next steps in their careers.
Created by AKQA, the site also hosts video content that shows how to get the looks of each of the artists. “How-to wear denim on denim,” “How-to make legs look a mile long,” and “How-to do denim on date night,” for instance.
This is the second year of the Live in Levi’s campaign, which has reportedly drawn over one million global visitors and seen 100,000 mentions of its hashtag. It continues for 2015 by encouraging fans to demonstrate how they’re taking their own significant steps in Levi’s. That global user-generated content is also showcased on the website.
The campaign follows the launch of an all-new women’s denim collection from Levi’s featuring Alicia Keys in early July.
“When you are authentically yourself, you are so gorgeous and powerful. I’ve come to the revelation that I’m just a jeans girl at heart. I feel the most confident, comfortable, sexy and strong in my jeans,” says Alicia Keys. “Levi’s is for every woman…there is something for everyone…much like music, Levi’s brings people together from all walks of life and cultures.”
Keys also performs an exclusive song called 28,000 Days as the soundtrack to the campaign: