LEVI’S® UNVEILS LATEST LIVE IN LEVI’S® CAMPAIGN FOR 2016: “WE ARE 501”

A BILLION JEANS. ONE-OF-A-KIND STORIES. THIS IS HOW THE WORLD LIVES IN LEVI’S®.

The Levi’s® brand launches its third ‘Live in Levi’s® Project’ as part of its multifaceted global brand campaign “Live in Levi’s®.” The ‘Live in Levi’s® Project’ is a digital platform, launched in Fall 2014, that serves to engage and activate the vast global community of Levi’s® fans around their shared experiences. The intention of the project is to celebrate how the world Lives in Levi’s® by blending storytelling with social media and ecommerce on a global scale.

Created in partnership with AKQA, the ‘Live in Levi’s® Project’ serves as a centre stage for the billions of Levi’s® fans around the world and their unique Levi’s® stories – collected, documented and shared across digital channels globally.

The Spring 2016 Project – themed “We Are 501®” – features Caroline de Maigret (French music producer, writer, model), Classixx (American DJ Duo) and Yi Zhou (Chinese multimedia artist) as the three artists. Through these stories, the artists showcase how 501® jeans are original, global and made by the people who wear them. The stories focus on 501® products that make up the ‘501® Family’ (501® jean, 501®CT jean, 501® cut-off shorts) and how the diverse breadth of people wear the 501® family, while inviting people around the world to participate and share compelling user generated content.

The print and digital campaign also includes British blogger Lucy Williams wearing Levi’s® 501® CT jeans and Levi’s® 501® shorts. This season, our summer- essential, the 501® short, has been updated with a vintage-inspired higher rise, while 501® CT jeans (short for customized and tapered) gives you a lovely sexy- without-trying shape. As we celebrate the “We Are 501®” family, fans are encouraged to share their 501® stories by using the hashtags #weare501 and #LiveInLevis to demonstrate how they’re taking their own significant life steps in Levi’s®. These hashtags enable social discovery for our fans around the world to see all the unique ways people live in their 501® products.

The Live in Levi’s® Project can be experienced at levi.com/LiveInLevis.

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