Levi’s: Bringing the concept of worker into the present.
Levi’s is one of the most iconic brands in the world of jeans. It built a strong heritage through each of its iconic jean models such as Levis 501 and Levis Engineered. The company aimed to develop a brand positioning and an inspiring personality to go beyond each of the products and build an umbrella concept. Our challenge at Added Value was to move from the functional to the social vision of the brand.
This process was about understanding that Levi’s true values were authenticity, honesty and bravery coming from the first american workers. It was clear that to define an inspiring personality we had to make the concept of worker contemporary, creative and cool around the world to connect with new generations.
The result was a brand personality based on the positioning idea that Levi’s celebrates the strength, dignity and commitment of honest endeavour, which was the platform personality to connect with a contemporary concept of the worker connected to creativity and originality. The integrated advertising campaign Share how you #LiveInLevis brilliantly created by advertising agency FCB represents the spirit of this new personality.