Content Creation, Illustration, Influencer Campaign · November 2, 2015
The Campaign: Live In Levis
The Brand: The Levi’s® brand epitomizes classic American style and effortless cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations.
The Idea: Levi’s wanted to tap into the unique youth culture of South Africa, Golden, in conjunction with Andrew Berry of We Are Awesome helped make this a reality. The Live In Levis Campaign was split into two parts, both of which showcased a select group of young, talented South Africans. Each personality was shot wearing their favourite Levis item, these portraits were supported by an interview with the chosen personality. In the second series of Live In Levis each personality was interviewed and a short video was filmed showing their connection with denim.
The Results: For the first time Levi’s was able to tap into South African youth culture and create brand awareness in a previously undiscovered market segment.