Levi`s: CIRCLES [:60]

Credits & Description:

AGENCY: FCB West / San Francisco
CLIENT: Levi Strauss & Co.
CHIEF CREATIVE OFFICER: Karin Onsager-Birch / Fred Levron - Worldwide Creative Partner
PRODUCTION COMPANY:
The Mill / London
Cartel / Los Angeles
One Union / San Francisco
Believe Media / Cherry Films / London / New York
The Mill / New York
DIRECTOR: Jake Nava / Jannie McInnes / Benedict Cooper / Sera Bal
AGENCY PRODUCER: Elizabeth Morse / Charlotte McConnell
CINEMATOGRAPHER: David Johnson
CONTENT STRATEGIST: Simon White / Ryan Riley
CREATIVE TEAM: Paul Foulkes / Matt Ashworth
DIGITAL ARTIST / MULTIMEDIA: Fergus McCall
EDITOR: Leo Scott / Chris Catanach / Craig Quinian / Grant Hall
EXECUTIVE CREATIVE DIRECTOR: Mike Long
MEDIA COMPANY: OMD / Los Angeles
PR / MARKETING: Paul and Williams Inc. / New York
SOUND DESIGNER: Matt Wood
TECHNICAL PRODUCER: Misha Stanford-Harris / Simon Bath / Lauren Pullano/ Ali Reed
TAGS: FASHION / CLOTHING / FOOTWEAR / ACCESSORIES
Description:
When we come together, we dance in circles. We move as one, and celebrate the individual who takes the center. Unity and individuality come alive. Let’s live how we dance. Let’s #LiveInLevis
Synopsis:
In an increasingly divided world, rather than promote their latest product line, Levi’s wanted to create greater unity. We looked for something all sides can agree on, to celebrate our common humanity rather than what divides us. And we discovered that no matter which tribe, culture or religion you come from, everyone at times of celebration will dance in circles. That’s when we move as one, celebrating the individual who takes the center. Unity and individuality come alive, the perfect reflection of both common humanity and self-expression.
Entry Summary
Levis has a rich history and legacy of inclusiveness, from pioneering desegregation in US factories to strongly supporting the LGBT community. In the divisive political and cultural climate of 2017, Levi's wanted to create a message that would bring people together. Set to the track “Makeba”, a tribute to the African 1970’s freedom singer sung by Jain, a young French African female singer, the film shows how people of vastly different races, religions, cultures and ages all over the world dance in circles when they come together. The groups were 12 carefully researched authentic dance-subcultures from a Palestinian wedding to an Israeli Bar Mitzvah all the way to Mexican rockabillies.

Just as the film was slated to launch the Charlottesville race protests happened in the US. Levis cancelled all PR and did a soft organic launch, but ended up getting more than 55 million views in the first month.

Brief Explanation
Levi’s “Circles” celebrates our shared humanity by showing the similarities between vastly diverse groups from all over the world. The film seamlessly moves from group to group from country to country and culture to culture as we see the same thing; people coming together forming a circle as they dance. Taking turns, one person rocks their individuality in the center of the circle while the group’s energy lifts them up. We travel from the American Heartland to a street corner in Johannesburg passing through a New Orleans Juke joint, a Hassidic Bar Mitzvah, a Russian punk club, a Jamaican dancehall, a Palestinian wedding, an Indian Bhangra club to a Mexican Rockabilly party. As the story builds we see more and more how the Circular theme is a global phenomenon. The film seeks to inspire with the end line: “Lets Live How We Dance”.