Levi’s has created a new global brand campaign which is about to debut on digital and social platforms, TV, cinema and print. The campaign with the headline “Live in Levi’s” (which displaces the “Go Forth” claim of the past few years) was developed in a cooperation between Levi’s, London-based agency The House Worldwide and Foote, Cone & Belding (FCB), whose San Francisco office and forerunner agencies created campaigns for Levi’s for almost 70 years until 1998.

“Live in Levi’s” shall celebrate real-life Levi’s moments and what consumers experience with their denims. For fall 2013, the campaign highlights Levi’s 511 slim jean for men and their Revel jeans for women together with iconic products such as the 501, western shirt or trucker jacket.

“‘Live in Levi’s’ is more than a campaign, it’s an optimistic new direction that reinvigorates the Levi’s brand’s soul”, said Jennifer Sey, chief marketing officer for the Levi’s brand. The campaign was intended to underline “that Levi’s clothes are indeed for everybody” and not an exclusive clientele.

The print and outdoor campaign, shot by Jason Nocito, will become visible in fashion, music, sports and culture print magazines in August with outdoor billboards being installed from late July in places like New York, San Francisco, London, Paris, Berlin, Shanghai, Hong Kong, Mexico City, Mumbai and Tokyo and other key cities globally.
The corresponding television and cinema spot, a novelty for the brand, was directed by Fredrik Bond and will air beginning late July in cinemas worldwide.
To activate the digital community of Levi’s fans, the brand will launch a social film showcasing the stories of people and their Levi’s products in early August.

'Live in Levi's' print ad promoting the skinny jean
'Live in Levi's' print ad promoting the skinny jean