Live in Levi's

Brief 

LEVI’S: 
Classic. Quality. American Denim.

BACKGROUND:

Formerly a daily staple and social
currency, jeans are steadily losing ground
among young adults in favor of other
casual pants. Additionally, there are more
denim options available and Levi’s market
share has dropped.

Key Benefits:

• Sustainability: Better Cotton and Less Water initiatives
• History/Legacy
• Quality, Versatility, Style

OBJECTIVE / BENEFITS:
Change current perception by establishing
the cultural relevance/status of Levi’s.
Communicate the unique personality,
quality, style and performance of the
Levi’s brand to extend audience reach
while retaining loyal, existing consumers.

BRAND PERSONALITY:

A brand for true originals. Innovation and
quality is at the heart of everything we do.
Original. American. Versatile. Style.
Current Campaign: LIVE IN LEVI’S

Concept statement:

Breaking the mold of the most indestructible jean.

Pitch video
Styleframes
Off Air Branding 
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