Levi’s has launched a brand new campaign featuring global icon Beyonce following the release of LEVII’S JEANS. The celebrated brand of denim jeans drew inspiration from the Single Ladies singer – her innovative approach to art, culture, and storytelling.
The latest campaign has reimagined classic Levi’s looks and films. It reinterprets several of Levi’s brand’s most iconic advertisements. It brings them into the modern era through the transformative vision of renowned filmmaker Melina Matsoukas. The new campaign reinterprets several of Levi’s brand’s most iconic advertisements – bringing them into the modern era.
Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co., said the Levi’s brand has and always will be an unofficial uniform for those moving forward in the pursuit of better. “We believe a key part of that is continuously breaking and building the codes of culture,” he said. “In collaboration with Beyonce, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
This fully integrated campaign includes television, out-of-home creative materials, digital, social media, print, brand activations, and exclusive products. It has been implemented in key markets – San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin.
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