To ensure the concept was well received by our audience, establishing credibility was key, with Levi’s taking a back seat to Levity in the creative execution. Across all media channels from print, online, radio, tv and events, the Levi’s branding was always subtle. The association with Levi’s was always there through Levity’s visual identity, with Levity itself made up of the word “Levi”, and the tagline “A Levi’s Music Initiative”. Levity means to “rise above” reinforcing the labels objective (to help our artists rise above the rest). All music content (including singles and video clips) was 100% created by the artists, without any involvement from Levi’s. The Levi’s connection was dialed up with the band wearing Levi’s jeans in their video clips, during live events and in ATL and PR shots. When the occasion allowed (eg live events), Levi’s involvement was further reinforced through the strategic use of denim.

Levi’s has bought “cool” through credibility established by Levity, demonstrated by the bands success, including combined results of approx. 4,000 EP sales, 50,000 youtube.com clip views, airplay for video clips and singles across TV and radio, 20,000 MySpace friends, endless positive reviews, national sell out tours, plus over $AU500,000 publicity.