Brand campaign evokes fans to share their pioneering experiences
Titled ‘Levi’s® Roadwear’, the campaign captures the undeterred pioneering spirit behind the original jeanswear brand. Models are photographed as a band on a first-time road trip across the country traveling to a much-anticipated gig. The band’s experiences are shot candidly and supported by taglines that articulate the band’s boundary-pushing spirit, adventurous vigour and unbridled optimism – the embodiment of the Levi’s® brand and its pioneering energy.
“Behind each piece of well-worn lived-in denim is a story of the relationship the pair of jeans has with its wearer. Every fray, rip and tear tells a narrative and captures a milestone in a journey. The campaign shares the stories behind both the denim and the band’s travels,”says Shumone Chatterjee, Vice President, Levi’s® Marketing for Levi Strauss Asia Pac. “Our Levi’s® wearers all have that provocative spirit, and we want to inspire them to live and articulate that spirit in their own ways.”
The campaign is supported by local websites that allow the exploration of the season’s denim in high-definition. Consumers are able to zoom in on garments “mapped” with the campaign journey, uncovering stories explaining the designs. The journey is told through both the perspective of the denim and the physical terrain of the trip, providing an immersive experience supplemented with multimedia content that tells a richer story of the journey. The site allows fans to explore the season’s entire collection as well as promotions and competitions for select markets.
Developed by Bartle Bogle Hegarty (BBH) in Singapore, the creative concept runs through multiple consumer touchpoints, including print advertising, out-of-home media, digital and retail, with photos shot in Los Angeles by Sydney-based photographer Ben Sullivan.
Key looks from the Levi’s® Roadwear Spring 2011 collection feature denim-on-denim, highlights of red, white, and blue, and worn-in finishes. The collection launches in stores this season.