Levi`s: LOCALS ONLY

Credits & Description:

Category: Books

Advertiser: LEVI'S

Product/Service: LEVI'S BLACK TAB

Agency: VICTOR LIEBERATH STUDIO

Art Director: Victor Lieberath (Victor Lieberath Studio)

Graphic Designer: Victor Lieberath (Victor Lieberath Studio)

Editor: Anders Lund (Kingswood)

Photographer: Thomas Skou (Thomas Skou)

Additional Photography: Alex Flach (Alex Flach)

Additional Photography: Nicholas Bech (Wrenchmonkees)

Writer: Renko Heuer (Renko Heuer)

Media placement: Book - Events, Shops - February 10th, 2012



Describe the brief from the client

Communicate the launch of the new Black Tab collection from Levi’s, aimed at street and board sport culture, through a marketing platform based on word-of-mouth seeding, and avoiding traditional marketing strategies. Involve locals from different scenes in order to generate a buzz about the new collection.



Profile the Levi’s Black Tab collection to the target audience through an editorial and documentary approach and seeding through digital platforms.



Describe the challenges and key objectives

A tour of 4 cities was documented by a photographer and a videographer. The project documents scenes in the 4 cities through the eyes of local pioneers involved in skateboarding, surfing, music, art and custom bike culture. It follows them building a DIY concrete skate park in the centre of Berlin, doing a party for 2,000 people on a Monday in Barcelona, building a custom motorcycle in Copenhagen and going on a skateboarding mission high in the mountains of Marseille to name a few. This was then edited into a 240-page hard-cover book and 4 short films.



Describe how you arrived at the final design

The layout of the book is a dynamic mix of digital and analogue images, reflecting the mood of each city. 8mm film frames were added to tie the book and films together. A hand-written style was conceived for titles, quotes and interviews in order to create a personal and spontaneous feel. The book is divided into a main intro, printed on an uncoated grey paper, and a chapter for each city, printed on a rough white uncoated paper. The cover is printed on a structured paper in order to enhance the impression of the rough concrete on the cover image.



Give some indication of how successful the outcome was in the market

The project has resulted in international media coverage and hype, spanning blogs to key digital platforms, and print media. The book is also presented at events accompanied by the films and an exhibition in key cities across Europe. Furthermore, the book is available in selected shops carrying the Black Tab line in Europe, showcasing its style and attitude.



Through the collaborations with local pioneers in the different cities, the project and the collection has gained the respect of the target audience, and has had a succesful launch in the European market.