When Levi's launched its “Live in Levi's” brand platform in 2014, it focused on the moments consumers spend in jeans and focused on themes of self-expression and individualism. Since then, these themes have become de rigueur for retail and fashion brands, from Gap and Coach to Vans and Keds, giving Levi's the opportunity to chart a different path.
That journey continues today (March 25) as Levi's launches “Live in Levi's'' with a new campaign entitled “The Floor Is Yours'' that centers around the idea of the brand as the “unofficial uniform'' for progress. It begins in commemoration of the 10th anniversary. This initiative is the first work by her new creative and social agency, TBWA\Chiat\Day.
“It was important to us that the concept of strategy, the informal unification of actors and people for progress, was not only rooted in authenticity, but also clear and differentiated.”U.S. CEO Erin Riley said. TBWA\Chiat\Day. “We're talking about self-expression and being authentic, which is certainly what Levi's allows people to do in terms of what we come across in this category, but also challenging convention and maybe not being completely different.” not.”
With that in mind, the heart of “The Floor Is Yours” is an anthemic spot that imagines progress as a movement in the pursuit of better things. In the 60-second clip, a group of friends lounges until one of them wants to dance and is forced to take a break to join her as the room moves and transforms beneath their feet. By the end of the spot, the camera pulls back to reveal the staff on TV. The uninspired is now the inspiration for another group of consumers wearing Levi's.
“We use dance as a metaphor for movement, but the enemy of movement and action is stagnation, apathy, and being a bystander.'' Levi's Global Chief Marketing Officer Kenny Mitchell said, “People's actions are We want to celebrate and inspire people to take action because they are the driving force behind progress.” “Being a spectator is not what Levi's is for, and it's not what our fans are for.”
Mitchell joined Levi's in June 2023 after serving as a marketing executive for Snap, McDonald's and Gatorade. One of his first tasks in what he calls his “dream job” was finding the right creative partner to help write the next chapter for the iconic brand.Levi has landed Chiat\Day taken over from Droga5 in September 2023.
“Levi's is a very iconic and universal brand,” said Riley, who was promoted to the agency's U.S. CEO in November. “At the same time, the brand benefits from our activities in storytelling, creating awareness and the ability to carry on a brand with a strong heritage and past. [and] Really make sure that it is definitely futuristic and modern. ”
The floor and pen belong to the consumer
To reinforce the campaign's theme of movement, Levi's and the Chiat\Day team collaborated with forward-thinking figures who helped put the brand at the center of popular culture. Omar Jones has directed music videos for some of the biggest names in hip-hop. Shelly Silver choreographed Childish Gambino's Grammy Award-winning “This Is America” video. South African stylist Bea Diamondhead works as a creative strategist, fashion editor and brand consultant.
“We wanted to have a really strong atmosphere there,” Riley said. ”[Vibe] “It may not be the most precise marketing term, but it's a term we think is very important for these brands, and when the brands themselves have a clear design and lifestyle perspective. Only then can we really live.”
Music is key to the campaign and video, which features the upcoming song “Drip Sweat” by trendsetting dance music figures Kaytranada and Channel Torres. As the next step in the campaign, Levi's will launch a global casting call, asking consumers to use Silver's choreography and submit auditions via Instagram or online portals. Selected participants will be assembled to film a full-length video for “Drip Sweat,” expected to be released in late spring or early summer.
“Being a spectator is not what Levi's is for, and it's not what our fans are for.”
kenny mitchell
Levi's Global CMO
Reilly says what Mitchell calls “passing the pen” was essential to the campaign, allowing Chiat\Day to lend itself to everything Chiat\Day does best, from brand strategy and storytelling to production and communications planning. he said.
“The way we built the campaign, if it's all about action and movement, you can't just rely on broadcasting. It needs to be participatory, it needs to be interactive, and we needed to '' said an agency executive. Let's do something that brands have never done before. ”
To amplify the campaign, Levi's will leverage creators and influencers who share the same mindset when it comes to promoting progress and movement. While dance has been a consistent element of the company's marketing, including a well-received spot titled “Circles” in 2017, Levi's is leveraging social media and creators in a way that would not have been possible before.
“We stay true to the brand, but we really put a modern twist on it, [adding] “It's a connective tissue change that wouldn't have happened 10 years ago,” Mitchell said. “While leveraging what has been with the brand to date, we are also focusing on what the brand is and what our fans do and believe, as we move things forward into 2024. I still feel grounded.”
