The platform “Live in Levi’s” was inclusive and optimistic, positioning Levi’s at the center of culture versus on the fringe. Our approach balanced alignment with high profile, culturally relevant moments and hard-working media.

To extend the idea, we worked with publishers to develop custom content featuring Cut-Copy, Vernon Davis, Alexi Lalas and Emma Roberts, living in their Levi’s.

Lastly, to urgently move consumers from inspiration to action, we:

- Aligned brand/demand gen activity

- Leveraged technology to drive trail & redemption (beacons + OOH; Social + Cinema)

- Synergized offline/online to drive social activity (Twitter TV)

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