The expansion of social media has caused the rise of 'Microtribes', who want to be more distinctive and unique and are not easily affected by mainstream brands. At the same time, Levi's has lost the powerful brand influence it had before.
The campaign aims to challenge the stereotypical public perception towards the brand by releasing street fashion photographs and documentaries collaborated with emerging artists.
Then, the integrated campaign aims to reposition the brand into the era of personalised fashion by creating an interactive website that involves young fashion/photography talents. The talents provide Levi's with content for its website, and the brand offers career opportunities to the talents. The website will also offer practical and up-to-date street style advise to audiences, and will involve them in the brand communication with a series of monthly events including a 'Style Battle' between cities and countries in Europe.
The campaign aims to challenge the stereotypical public perception towards the brand by releasing street fashion photographs and documentaries collaborated with emerging artists.
Then, the integrated campaign aims to reposition the brand into the era of personalised fashion by creating an interactive website that involves young fashion/photography talents. The talents provide Levi's with content for its website, and the brand offers career opportunities to the talents. The website will also offer practical and up-to-date street style advise to audiences, and will involve them in the brand communication with a series of monthly events including a 'Style Battle' between cities and countries in Europe.
