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2018 One Show - Moving Image Craft

Levi's Circles :90

Agency FCB West / San Francisco

Client Levi Strauss & Co.
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Annual ID

OS_MI18044S

About the Work

In today's political climate, we are more divided than ever. Levi's with its legacy of inclusiveness, wanted to inspire people to focus on our shared common humanity. The film “Circles” celebrates how people of vastly different races, religions, cultures and ages dance in similar circles when they come together. The French African singer Jain’s “Makeba” track was chosen as the spine of the film. “Makeba” is a an infectious tribute to the South African anti-apartheid and civil rights activist Miriam Makeba also knows as Mama Africa, who used her music to fight oppression. The song’s foot tapping rhythm underscores the emotional universality of people coming together. So far the uplifting “Circles” has picked up over 55 million views across all channels. During launch week the song become the most Shazaamed in the US, and helped to increased Levi’s Youtube followers by 43% in one month.