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Editor's pick film social media

#LiveinLevis campaign returns with Alicia Keys alongside five emerging artists

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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.

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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:

Categories
Blocks e-commerce

Hermès celebrates silk with illustrated virtual store

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Hermès has launched a pop-up e-store dedicated to its silk squares, shawls, twills, scarves and stoles.

Illustrated in quirky Hermès style by Pierre Marie, Lamaisondescarrés.com is set to look like a grand house with an intricate interior and a diverse series of characters and creatures all featured. There’s a gardener floating on a hot air balloon, sunflowers twisting in the breeze, a play slide atop a large giftbox, a gentleman lying in a hammock and more.

The team behind it refers to it as “playful, welcoming, immersive and surprising”. Created in partnership with agency AKQA, it allows users to explore different rooms featuring 600 models of Hermès signature silks, all of which can be bought in three easy clicks. There’s a treasure chamber, a saloon and a colour-mixing kitchen.

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“Both an online store offering an exceptionally broad range of our collections, and a place of delightful, constantly evolving experiences, lamaisondescarrés.com tells the story of Hermès silk in an entertaining and unconventional way,” explains Bali Barret, artistic director of the women’s universe at Hermès.

Visitors can search by size, colour, material or theme (like horse & equestrian, history & mythology, animal world & wildlife). There’s also a link through to the brand’s Silk Knots app – a how-to guide on 24 different ways to tie your scarf through images and videos – and its Tie Break app aimed at men, which includes a variety of GIFs, games and comics as well as collection insights. A short film dedicated to its silk bandanas is featured too.

The site is fully responsive and available in 27 countries across Europe, Asia and America. Watch it come to life below:

Categories
e-commerce Editor's pick film social media

Levi’s celebrates stories of a “billion jeans” on new #liveinlevis digital platform

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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.

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technology Uncategorized

Velocity revisited: key quotes from Stefan Olander and Ajaz Ahmed for brand marketers in 2013

Velocity

I recently rediscovered my copy of Velocity: The Seven New Laws for a World Gone Digital, written by Ajaz Ahmed of AKQA and Stefan Olander of Nike, and published last summer.

In it are dozens of tabs bookmarking pages with my favourite quotes on, so I thought I’d share some of them here. It’s one of the most valuable books I’ve read regarding the movement of digital communications for brand marketers, and highly applicable to the fashion industry just as much throughout.

If you haven’t already, do pick up a copy – I defy you to get through it without likewise picking up the highlighter pen…

Stefan: “Without a platform to manage and nurture every interaction with its consumer, a company has no spine.”

Ajaz: “We’re in the age of connectedness. The solution is to create work that people want to share. Ideas that define culture rather than follow it.”

Stefan: “Belief in your ideas and an environment that encourages risk taking is incredibly important to create acceleration.”

Ajaz: “The philosophy has to be: let’s use the technology to make this the best way to do something, or let’s not bother doing it at all. The goal has to be about making a new experience an order of magnitude better than the existing way.”

Stefan: “People will usually thank you for taking the responsibility to curate their choices, for making things simpler for them, for doing the truly inconvenient stuff on their behalf. This means editing down product lines and ramping up product benefit.”

Ajaz: “Brands that have authentic, believable values use the spirit and energy of those convictions to ease effortlessly into any new environment. Even with a pre-digital heritage, they’ve found interesting methods and ideas to express their stories.”

Stefan: “We’re not chasing eyeballs. The goal is to create connections with our customers and earn their loyalty by serving them. The better the service, the stronger the connection.”

These two guests comments also stood out:

Trevor Edwards, VP of brand and categories at Nike: “The single biggest opportunity today is that buying a product or service marks the beginning of the consumer relationship.”

And in the intro by Richard Branson: “We’re living through a time of big and little changes in the way we do just about everything and the only people and organisations guaranteed to make fools of themselves are the ones who think they have got it all figured out.”

Now there’s something to consider for the year ahead…