When Levi’s® invented the jean in 1873, it changed the fashion world forever. The product was worn by America’s original craftworkers, then by rebel youths of the 50s, protesters of the 60s – and by every generation since. The brand remains a symbol of freedom, creativity and progress and it’s this heritage that forms the foundation for everything it does. In 2010, we were asked to rewrite this story with modern appeal.
We conceptualised and created an above the line campaign in collaboration with today’s avant-garde youth. We cast film directors, songwriters, nail artists, curators, DJs, designers – and took over London with their stories. These individuals and their crafts appeared on billboards in the Underground, on bus sidings and in the pages of the biggest print publications.
The campaign was seen by London’s commuters, visiting tourists and the modern-day, style-conscious youth to whom we wanted to speak. We invited our modern-day craftworkers to display their work in the newly re-launched London flagship store and curated an evening launch event featuring NERD and a rare performance of ‘Should I Stay or Should I Go’ by Mick Jones and the Rotten Hill Gang.
The campaign put Levi’s® back in the news and reconnected Londoners with the brand’s spirit and soul via a contemporary take on craft. In the quarter following the campaign, sales were up 200% and Levi’s® reassumed its position as market leader for denim.