The One Show
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Category
Integrated Branding / Integrated Branding Campaign - Online
URL
Click to launch
Annual ID
13279N
About the Work
CHALLENGE:
Levi?s is generally (and unfairly) perceived as a brand that only makes denim jeans and jackets.
OBJECTIVE:
Bring the Levi?s Fall 2012 Collection to life in the digital space, as well as showcasing the inspiration behind the collection.
TARGET AUDIENCE:
Male and female Progressives (18-34 year-olds, urban, fashion-setting/seeking) and Conventionals (fashion-following, typically skewing older).
IDEA:
With Levi's, you are what you wear.
SOLUTION:
An integrated digital experience that's as confident, fun and tactile as the Collection itself.
At the heart of the campaign, a series of playful interactions with a model (e.g. spinning a woman in her free-flowing dress, pedaling a commuter-clad cyclist, or daring you to be as bold as the colorful Sta-Prest pant.)
Summed up by a modern twist on their classic line: 'This is a pair of Levi's.'
Levi?s is generally (and unfairly) perceived as a brand that only makes denim jeans and jackets.
OBJECTIVE:
Bring the Levi?s Fall 2012 Collection to life in the digital space, as well as showcasing the inspiration behind the collection.
TARGET AUDIENCE:
Male and female Progressives (18-34 year-olds, urban, fashion-setting/seeking) and Conventionals (fashion-following, typically skewing older).
IDEA:
With Levi's, you are what you wear.
SOLUTION:
An integrated digital experience that's as confident, fun and tactile as the Collection itself.
At the heart of the campaign, a series of playful interactions with a model (e.g. spinning a woman in her free-flowing dress, pedaling a commuter-clad cyclist, or daring you to be as bold as the colorful Sta-Prest pant.)
Summed up by a modern twist on their classic line: 'This is a pair of Levi's.'
2013 Awards
Total Points: 5
Merit
Credits
Art Director
John Rodrigues
Jed Tamarkin
Group Creative Director
Nick Moore
Bob Lukasik
Writer
Pete Barry
Agency Producer
Aanarav Sareen
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