SAN FRANCISCO, June 30, 2014 /PRNewswire/ -- The Levi's® brand announced today
the launch of its new global brand campaign, "Live in Levi's®," the first work
developed out of a unique, customized creative collaboration between FCB –
Foote, Cone & Belding, The House Worldwide and the Levi's® brand. Inspired by
the millions of stories consumers tell about the things they do in their
Levi's®, the campaign spans digital and social platforms, TV, cinema and print
globally as it aims to deeply engage and activate consumers through real-life
and virtual events, as well as mobile and in-store experiences.
Photo - http://photos.prnewswire.com/prnh/20140630/122946
<http://photos.prnewswire.com/prnh/20140630/122946>
At the heart of the new campaign is the celebration of real-life "Live in
Levi's®" moments – from first dates and first-borns to rodeos and road trips
and every day in between. Featuring the new Fall 2014 collection, the campaign
highlights the Levi's® 511™ Slim jean for men and the Levi's® Revel™ jeans for
women, in addition to reimagined iconic products such as the 501® jean, western
shirt and Trucker jacket. The new line honors the spirit, attention to detail
and craftsmanship of the much-loved original.
"'Live in Levi's®' is more than a campaign, it's an optimistic new direction
that reinvigorates the Levi's® brand's soul. The energy, storytelling and
iconic jeanswear at the center of the effort will reinforce what longtime
Levi's® loyalists love about the brand and serve to attract new fans around the
world. We're celebrating the eternally optimistic spirit and iconic product
that make the Levi's® brand great and forever relevant," saidJennifer Sey,
chief marketing officer for the Levi's® brand. "We are committed to celebrating
authentic self-expression as well as the category defining products that embody
individualism and self-expression. 'Live in Levi's®' asserts with confidence
and pride that Levi's® clothes are indeed for everybody who's not just anybody."
More than 140 years after inventing the blue jean, one thing is clear:
Levi's® clothes are loved by the people who wear them - from presidents to
movie stars, farmers to fashion icons, entrepreneurs to the everyman. This
campaign aims to capture the spirit of the iconic brand that has always been an
embodiment of the events of its time.
"Authenticity is at the core of the brand. Levi's® invented the blue jean and
'Live in Levi's®' captures what it means to wear them," saidEric Springer, FCB
West Chief Creative Officer. "The campaign shows the contagious joy that comes
from living without hesitation. Your Levi's® are an accomplice in the story
that unfolds as you live."
At the forefront of the "Live in Levi's®" campaign is an innovative digital
approach, serving to engage and activate the expansive global community of
Levi's® fans around their shared experiences. A social film showcasing the
stories of people and products that no other brand can tell will launch in
early August. The television and cinema spot, directed byFredrik Bond
<http://www.imdb.com/name/nm0093934/>, and featuring a track by the
raspy-voiced blues rock musicianJamie N. Commons <http://www.jamiencommons.com/>
, celebrates individuals who are living and having fun in their Levi's®
products and will air beginning in late July on cinema screens worldwide.
The colorful print and outdoor campaign was shot by Jason Nocito
<http://jasonnocito.com/> and captures a sense of raw euphoria and unwavering
confidence. Featured taglines such as "For everybody who's not just anybody"
and "Look good on your way to what's next" are at the center of the campaign.
In August, fashion, music, sports and culture print outlets will show the new
Fall 2014 collection. In addition, outdoor creative will begin running in late
July in key markets including:New York, San Francisco, London, Paris, Berlin,
Shanghai, Hong Kong, Mexico City, Mumbai and Tokyo along with other key cities
globally.
ABOUT FCB
With more than 140 years of communications expertise, FCB's worldwide network
spans 150 offices in 90 countries, with over 8,000 people, and is part of the
Interpublic Group of Companies (NYSE:IPG). For more information, visit . Follow
us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).
ABOUT THE HOUSE WORLDWIDE
The House Worldwide launched in March 2013, bringing to market a global
communications network with a difference. Senior talent, drawn across all
communications channels and disciplines, offer clients world-class strategic,
creative solutions with toplevel, personal service.
Partnerships are being created with some of the world's most innovative
communications companies including Digital Luxury Group, CumminsRoss, Red 212,
ChinaMADRID, Kitchen 8, Change, Prime PR, PATH, ToscaHouse,Noah London, Rhino
Worldwide and Equizone Global. The network has created through-the-line
campaigns for iconic upmarket haircare brand ghd, luxury sports car marque
Maserati and champagne house Laurent-Perrier. Within the first quarter of 2014,
it landed a string of new business including Levi's global marketing
communications; the world's number one PC company, Lenovo; and UK retailer
Argos. For more information, please visithttp://www.thehouseworldwide.com
<http://www.thehouseworldwide.com/>.
ABOUT THE LEVI'S® BRAND
The Levi's® brand epitomizes classic American style and effortless cool. Since
their invention by Levi Strauss & Co. 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. Today, the Levi's® brand
portfolio continues to evolve through a relentless pioneering and innovative
spirit that is unparalleled in the apparel industry. Our range of leading
jeanswear and accessories are available in more than 110 countries, allowing
individuals around the world to express their personal style. For more
information about the Levi's® brand, its products and stores, please visit
levi.com.
ABOUT LEVI STRAUSS & CO.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies
and a global leader in jeanswear. The company designs and markets jeans, casual
wear and related accessories for men, women and children under the Levi's®,
Dockers®, Signature by Levi Strauss & Co.™ and Denizen® brands. Its products
are sold in more than 110 countries worldwide through a combination of chain
retailers, department stores, online sites and a global footprint of
approximately 2,800 retail stores and shop-in-shops. Levi Strauss & Co.'s
reported fiscal 2013 net revenues were$4.7 billion. For more information, go to
http://levistrauss.com <http://levistrauss.com/>.
SOURCE Levi Strauss & Co.