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Levi's

Levi’s launches shoppable film as part of new $96m global campaign

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By Natalie Mortimer, N/A

August 6, 2014 | 2 min read

Levi’s has rolled out a shoppable film on its new digital platform as part of the $96m global campaign ‘Live in Levi’s’.

The Live in Levis Project, created by AKQA, sits on the main Levi’s website and invites consumers to upload images or messages to tell stories about their favourite moments wearing Levi’s products.

The centerpiece of the project is an interactive, shoppable film featuring the stories of a variety of celebrities such as Sleigh Bells front woman Alexis Krauss to everyday people like Thomas Bushnell, a barber in London.

By clicking on the video when they’re interested in a particular story or look, users can access additional content including videos, photo galleries and links to shop the looks.

Fans are encouraged to contribute their own stories using the hashtag #LiveinLevis, with curated user-generated content adding to the narrative on an ongoing basis.

The idea of the campaign is to attract a wider consumer base among the 18-29 year-old demographic and repositon the brand “back at the centre of culture,” Jen Sey, global chief marketing officer at Levi’s, told The Drum in a UK exclusive in June.

“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 campaign, which follows on from Levi’s previous Go Forth push, marks an “optimistic new direction” for the brand as it looks to emphasize its traditional products such as the 501 jeans, which have been "re-imagined" to reflect current trends.

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