Piece titled “A Pista Sua” focuses on dance to present the 2024 “Live in Levi’s” campaign
Levi’s announced the launch of this year’s “Live in Levi’s” campaign, which aims to invite consumers to act with purpose in all areas of their lives.
In the piece titled “A Pista Sua”, the brand focused on dance as a means of expression and took advantage of art to present its new seasonal line.
Directed by Omar Jones and choreographed by Sherrie Silver, the video portrays a group of friends trapped in a conventional, immobile world until one person takes the step of moving and breaking the mold to the sound of a new track from the Grammy-winning producer. and DJ, Kaytranada, alongside singer Channel Tres.
As a brand that has long been the ‘unofficial uniform’ of progress, the Live in Levi’s 2024 campaign aims to champion people developing their own ways of expressing themselves and engaging their culture, said Kenny Mitchell, CMO at Levi Strauss & Co.
In Brazil, Levis seeks to emphasize its connection with culture by creating experiences that provide the brand’s experiences through pillars such as music. With this campaign, the brand will promote several shows and activities in bars in So Paulo, featuring names from Brazilian music and DJs.