Brand reinforces commitment to expression and culture by promoting events and shows throughout Brazil.
Throughout history, pieces of Levi's They were and are, to this day, witnesses of transformations, movements and progress. In the last decade, the brand created the Live in Levi's campaign, which is an invitation to its consumers and people who support its legacy to act with purpose in all areas of life. Although there is no single way to express yourself to the world, Levi's believes that the important thing is to always be on the front line.
This year, the Live in Levi's campaign revealed a video released on March 25th, entitled A Pista Sua, which captures the energy and joy of dance as a powerful means of expression, always with a positive impact, also starring the new seasonal line of the brand that comes to life in the audiovisual project.
Directed by Omar Jones and choreographed by Sherrie Silver, the video portrays a group of friends trapped in a conventional and immobile world until one person takes the bold step of moving and breaking the mold. Consequently, a captivating chain reaction dance begins, to the sound of a new track by Grammy-winning producer and DJ, Kaytranada, along with 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, says Kenny Mitchell, CMO at Levi Strauss & Co. We want to use this action to inspire movers and shakers around the world to express their active voice. We're proud to partner with the incredibly talented Kaytranada and can't wait to see how audiences react to the announcement.
In Brazil, Levis seeks to further emphasize its connection with culture by creating experiences, which provide the best experiences of the brand through pillars such as music. Several shows and activities will be promoted in bars in São Paulo, featuring names from Brazilian music and DJs. After the launch of the global campaign, a series of actions will be launched locally, such as the presentation of the duo MC Tha and Mahal, at Bar Alto , as well as Raquel Reis and DJ Fiervo. Until May 20th, when the anniversary of the iconic 501 jeans will be celebrated, there will be other events linked to the scene, for Levis guests.
Campaign credits
Creative concept and direction: TBWA\Chiat\Day
Director: Omar Jones
DP: Todd Martin
Choreographer: Sherrie Silver
Stylist: Bee Diamondhead
Editor: Adam Robinson
Finalization: Parliament
*Cover photo: Disclosure/Levis
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