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Levi's Roadwear campaign for Spring
Feb '11
The original and definitive brand -- Levi's brand -- has launched a campaign for the Spring season.

Titled “Levi's Roadwear”, the campaign captures the undeterred and pioneering spirit behind the original jeanswear brand. In this campaign, the models are photographed as a band on a first-time road trip across the country traveling to a much-anticipated gig. The band's experiences are shot candidly and supported by taglines that articulate the band's boundary-pushing spirit, adventurous vigor and unbridled optimism – the embodiment of the Levi's brand and its pioneering energy.

“Behind each piece of well-worn lived-in denim is a story of the relationship the pair of jeans has with its wearer. Every fray, rip and tear tells a narrative and captures a milestone in a journey. The campaign shares the stories behind both the denim and the band's travels,” said Shumone Chatterjee, Vice President, Levi's Marketing for Levi Strauss Asia Pacific Division. “Our Levi's wearers all have that provocative spirit, and we want to inspire them to live and articulate that spirit in their own ways,” he added.

The campaign will also be supported by local websites that allows the exploration of the season's denim in high-definition. Consumers will be able to zoom in on garments “mapped” with the campaign journey and uncover stories explaining the design. The journey is told through both the perspective of the denim and the physical terrain of the trip, providing an immersive experience supplemented with multimedia content that tells a richer story of the journey.

The site will allow fans to explore the season's entire collection as well as promotions and competitions for select markets.

The campaign was shot in Los Angeles by Sydney-based photographer Ben Sullivan. The Levi's Roadwear campaign was developed by Bartle Bogle Hegarty (BBH) in Singapore. The creative concept will run through multiple consumer touchpoints, including print advertising, out-of-home media, digital and retail.

Key looks from the Levi's Roadwear Spring 2011 collection feature denim-on-denim, highlights of red, white, and blue, and worn-in finishes. The collection launches in store this season.

Levi Strauss & Co

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