A new digital project by AKQA seeks to “Explore the stories of Levi wearers” and invite users to add their own. “Live In Levi's” is a digital experience that has been designed to “Engage and activate the expansive global community of Levi’s fans around their shared experiences.” The Live in Levi's site is based around an ambitious interactive video featuring Levi wearers from all over the world, including bikers, barbers, dancers, artists, and even rockstars, in the form of Alexis Krauss, singer with American noise-pop duo Sleigh Bells. The viewer is treated to a series of vignettes showing the lives of these fashionable Levi wearers, and at any time, if an item of clothing strikes their fancy, the viewer can simply click-to-buy. Though the video seems to be aimed primarily at 'hipsters' between the ages of 18 and 30, it is a remarkable idea and works seamlessly with a decent broadband connection.
The viewer is treated to a series of vignettes showing the lives of Levi wearers, and at any time, if an item of clothing strikes their fancy, the viewer can simply click-to-buy
Accompanying the video is a section of the site that allows visitors to submit their very own “Live In Levi's” moments by using the #LiveinLevis hashtag on social media. These submissions will then be matched with a specific Levi product and uploaded to the site with their very own click-to-buy links. It's a genuinely unique way to get the audience directly involved in the process. There are also additional videos and content scattered throughout the endlessly scrolling site, which allow visitors a more in-depth look into the lives of some of the people featured in the main video.
The “Live In Levi's” ad featuring Alexis Krauss
AKQA's executive creative director, Stephen Clements, says that “Nearly everyone in the modern world owns, or has owned, a pair of Levi’s jeans,” and it was this bold statement which catalysed the idea for the site. He says his team wanted to celebrate “The global ubiquity of the brand and the diversity of people's style,” which is something he feels “No other brand can claim.” Jennifer Sey, chief marketing officer at Levi's, is thrilled with the way the site connects with the people who wear Levi's, who have “Always been the inspiration for the brand.” She says the innovative platform is a way for the brand to open up its legacy “And invite participation from all over the world,” by seamlessly blending commerce and storytelling.
Stephen Clements says his team wanted to celebrate “The global ubiquity of the brand and the diversity of people's style,” which is something he feels “No other brand can claim.”
The campaign has been kicking off around the world, including a concert in New York featuring Haim and Sleigh Bells, and an exclusive dinner in London. These events are being promoted throughout the brand's social media accounts, and are just a small part of “Live In Levi's,” which Sey feels is “More than a campaign, it's an optimistic new direction that reinvigorates the Levi's brand's soul." The online experience is backed up by a video that will be airing in cinemas worldwide, a widespread print and social media campaign, and outdoor campaigns in major cities around the globe.
Official UK Live In Levi's Website
Benjamin Hiorns is a freelance writer and musician from the UK who basically lives in Levi's himself. One pair he owns in particular are so comfortable it almost feels as if he's wearing pyjamas.
