The Levi’s® model right this moment introduced a brand new marketing campaign with world icon Beyoncé. Following the discharge of “LEVII’S JEANS” — a beloved monitor from “COWBOY CARTER,” the critically acclaimed album exploring and redefining Americana — Beyoncé steps into the position of protagonist in “REIIMAGINE,” a marketing campaign impressed by the legacy of the Levi’s® model and the forward-thinking imaginative and prescient of one of the influential figures of recent tradition, reaffirming the model’s enduring place on the heart of tradition.
Drawing inspiration from Beyoncé’s revolutionary strategy to artwork, tradition and storytelling, the marketing campaign reimagines basic Levi’s® appears and movies. In a collection of chapters, the brand new marketing campaign reinterprets a number of of the Levi’s® model’s most iconic ads, bringing them into the trendy period by the transformative imaginative and prescient of celebrated filmmaker Melina Matsoukas. The primary movie — impressed by “Launderette,” the 1985 advert that famously reignited “I Heard It By the Grapevine” on the Billboard charts — locations Beyoncé heart stage and celebrates the Levi’s® model’s heritage as a canvas for self-expression, worn by changemakers and icons alike.
“My music ‘LEVII’S JEANS’ celebrates what I imagine is the final word Americana uniform — one thing all of us put on with delight,” mentioned Beyoncé. “I’m honoured to work with Levi’s® to create quintessential American iconography. Denim on denim has usually been seen by a male lens, so this reimagining marketing campaign, which celebrates the enduring feminine perspective, is vital to me. I stay up for exploring revolutionary methods for our visions to align in empowering ladies and honouring their power.”
“The Levi’s® model has and at all times would be the unofficial uniform for these shifting ahead within the pursuit of higher. We imagine a key a part of that’s repeatedly breaking and constructing the codes of tradition,” mentioned Kenny Mitchell, world chief advertising officer of the Levi’s® model at Levi Strauss & Co. “In collaboration with Beyoncé, we discover the ability of reimagination by this marketing campaign, serving to us to attach with our followers in new methods and supporting the expansion of our ladies’s enterprise because the definitive denim way of life model.”
The absolutely built-in marketing campaign — which can embody tv, out-of-home, digital, social media, print, model activations and unique merchandise — kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving followers a sneak peek into the marketing campaign to return. On September 30, high-impact out-of-home is launching world wide to inaugurate the Levi’s® and Beyoncé marketing campaign.
The primary movie was delivered to life by the lens of Marcell Rév, an Emmy Award-winning cinematographer. Exterior of the immersive visible world of the movie, the Levi’s® model labored with photographer Mason Poole, who captured a set of timeless marketing campaign imagery, including to the canon of unimaginable pictures of icons in Levi’s® denims, from Marlon Brando to Marilyn Monroe — and now Beyoncé. The marketing campaign was conceived in inventive partnership with TBWAChiatDay LA and produced by de la revolućion/PRETTYBIRD.