Love Natural is a campaign with which Levi's fights against social stereotypes. Nowadays brands look for perfection in their models and use the ones that have a really harmonic body, a size 0. This causes young people to have a very low self-esteem and leads them to be unhappy with their bodies. However, the real beauty is in the natural essence of people, and this is what Levi's wants to communicate with this campaign.
Levi's uses random people picked out from the street. They are regular people, and do not follow the usual canons of beauty in other advertising campaigns. In this way, the brand wants to demonstrate that beauty is in the naturalness and happiness of people. Each person is beautiful in their own way and the most important thing is the energy they transmit.
To claim against stereotypes Levi's has created a special jeans collection, called "Red Edition", for which Levi´s will allocate the 10% of the price to NGOs that help people with psychological problems caused by social pressure.
With the slogan “Everybody can wear Levi's, natural love”, Levi's perfectly expresses the idea of the campaign and invites people to be natural and to show their beauty.