This season, Levi's launched the most large-scale advertising campaign in the history of this famous brand, and dedicated to her cult models of jeans Levi's 501.
With the launch of four television commercials the campaign under the slogan «Live Unbuttoned» («Live unbuttoned") developed by the AgencyBBH London, ultimately formed the philosophy of the brand.
«Live Unbuttoned» - is a campaign about the spirit of jeans Levi's 501. About unbridled, ease and freedom to express themselves.And the undoing of jeans - a symbol of the spirit.The symbol that unbuttoning jeans, we "unbuttoning" yourself and break out of conventions and taboos.The campaign presents the act of undoing his pants as an act of self-expression and self-discovery.
President of Levi Strauss & amp;Co John Anderson says about this: "We sell Levi's jeans in 110 countries and we are jeans company №1 in the world.This global advertising campaign will allow us to understand the new generation of people wearing jeans, that the original 501 jeans, is the quintessence of our brand, modern and match their lifestyle. "
4 promotional videos illustrate the lifestyle "by Levi's», full of expression and rebellion.Two of them - «Unbreakable», renders self-expression rather curious way, and «First Time», in which a boy and girl do something (not what you think) the first time - took the famous director of "first line» Fredrik Bond.
Roller «Guitar», shot a Swede Emil Möller, Man shows a dialog with its unusual inner voice.And the last movie - «Secrets and Lies» - took Jeff Labbe.In it man and woman, intending to have sex, arrange a session of sincerity, confessing to each other in the telling of lies and secrets.
clips soundtrack belongs to the group Genesis.
Also, besides videos in the campaign involved print ads in such publications as Maxim, Details, Rolling Stone, Paper and Sports Illustrated;outdoor advertising and online.Also, starting in August in Levi's brand stores you can buy the top of the "Bolt" with a different design, in order to maximize the expression passed.
«Face" of the new campaign was a famous Indian actor Akshay Kumar, and for the first time in the history of Levi's company arranged an open international competition for young talents (stylists, actors, composers and writers) - winners of the contest will be able to take part in the work on the new commercials fromIndian star in the title role.
Here commercials «First Time» and «Guitar» of the campaign «Live Unbuttoned» Levi's, as well - posters of the same campaign, including - and with Akshay Kumar.
Photo source: adme.ru, newkerala.com, ohlalamag.com, dotsis.com
Articles Source: femalefirst.co.uk, adme.ru
