Levi`s: LEVI'S 2012 COLLECTION LAUNCH

Credits & Description:

Advertiser: LEVI STRAUSS & CO.
Agency: WUNDERMAN
Category: Best Digitally Led Integrated Campaign
Advertising campaign: LEVI'S 2012 COLLECTION LAUNCH
Agency Digital Producer: Aanarav Sareen (Wunderman)
Senior Art Director: Jed Tamarkin (Wunderman)
Account Executive: Jackie Potter (Wunderman)
Group Account Director: Pam Bevilacque (Wunderman)
SVP/Executive Creative Director: Bob Lukasik (Wunderman)
Chief Creative Officer: Nick Moore (Wunderman)
ACD/Copywriter: Pete Barry (Wunderman)
Agency Producer: Susan Lekanides (Wunderman)
ACD/Art Director: John Rodrigues (Wunderman)

Brief Explanation
CHALLENGE:Most consumers equate Levi’s with only making denim jeans and jackets. OBJECTIVE:Launch the Levi’s Fall 2012 Collection in the digital space.TARGET AUDIENCE:Male and female fashion setters and seekers. IDEA:With Levi's, you are what you wear. We created an integrated digital experience that embodied the Collection by enabling users to playfully engage with a series of models (e.g. spinning a woman in her free-flowing dress, pedaling a cyclist, or daring you to be as bold as the colorful Sta-Prest pant.)Summed up by a confident twist on their classic line: 'This is a pair of Levi's.'