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Break for Levi's brand – a 'New Stories of America'

18
Aug '09
Break Media launches the first of a series of Levi's branded
'mockumentaries' that adopt elements of documentary style filmmaking to chronicle stories about offbeat, entertaining events with a growing underground following around the country.

The first of four mockumentaries will premiere today on a branded channel created at Break.com for the Levi's brand that will be titled, “New Stories of America.” The channel can be found at http://www.break.com/levis.

Developed by Creative Lab, the creative content shop within Break Media, the mockumentaries are designed to tell stories in a way that will engage Break's much sought after young male audience. The short videos are the latest digital component of the Levi's brand's “Go Forth” marketing campaign which launched in July 2009 and is targeted at the young male demographic.

“Creating content that really engages the young male audience online is the challenge we confront every day on our team,” said Jonathan Small, VP of Creative Lab and Editorial at Break Media. “We thought these mockumentaries and their humorous take on quirky, fun, offbeat events would offer an opportunity for Levi's to promote their brand through content that guys would really respond to.”

“This branded mockumentary concept developed by Break's Creative Lab captured our attention because it injects humor and fun to our 'Go Forth' campaign message that we're confident will resonate with the young male demographic we're trying to reach,” said Megan O'Connor, Director of Levi's Digital Marketing.

To create the mockumentaries, Break's Creative Lab searched the U.S. to find examples of interesting, quirky events and movements happening across the country that are gaining attention, momentum and excitement. The mockumentaries will focus on the uniqueness of each movement and why they have such strong organic followings.

The events covered in the mockumentaries include: 2009 International Surf Festival -- Beach-worn athletes tackle the summer heat with a three-day sand and surf competition featuring dozens of events for competitors ages eight to 80, including Lifeguard Intercrew, bodysurfing, surfing, and volleyball.

The Great American Cardboard Regatta -- Nothing says American ingenuity like creating a boat out of cardboard. Contestants use nothing but corrugated cardboard and creativity to build a boat and race other teams.

Great American Guerilla Drive In –Pop-up drive-in events are becoming more popular than ever around the U.S. A group of people gather in one spot—a parking lot, an old warehouse, under a bridge—and a movie is projected from a car onto a wall and “Oila!,” an American tradition is reborn.

2009 YG Games -- Hundreds of young Chicago professionals square off in some of the most traditional playground challenges to raise funds for Youth Guidance, a social service organization that serves at-risk students. Six-person teams compete in the dizzy bat, obstacle course and tug-o-war to take home playground bragging rights.

The “New Stories of America” branded channel also encourages users to submit their own great adventures by sending urls and links that will be added. The mockumentaries created by Break's Creative Lab for Levi's are a significant part of the unique collection of videos, stories, and photos that will appear on the branded channel.

Levi Strauss & Co


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