Levi's creates interactive digital platform to support new global campaign

By

Olivier Guyot

Published
Sep 3, 2014

Levi's is getting ready to attack on all fronts. The American denim brand has launched its latest advertising campaign, dubbed “Live in Levi’s”. The campaign, directed at a worldwide audience, involves billboards, TV spots, and of course a strong presence online and on social networks. The brand has even developed a digital platform that asks fans of the brand to share online the experiences they have had with their Levi’s.

The Live in Levi's Projects wants to "engage and activate the expansive global community of Levi’s fans around their shared experiences,” the brand explained in a press release. “The intention of the project is to celebrate how the world Lives in Levi’s by blending storytelling with social media and ecommerce on a global scale.”

The platform, designed with the help of the agency AKQA, links up with various social networks including Facebook, Twitter, Instagram and Weibo as well as offering a selection of videos in which various fans of the brands share their experiences. "From Philippe Zdar, producer and one-half of the duo Cassius, to Alexis Krauss, the lead singer of the band Sleigh Bells, to Julia Sarr-Jamois, the street-style fashion editor, to a tattoo artist and a hairdresser, the videos present a fascinating mosaic of a thousand authentic ways to live, work and play in Levi’s,” says the brand.

Beyond its community, Levi's has not forgotten about business. At any time, customers can click on the Levi’s online store.