Levi's has launched its latest global marketing campaign, featuirng the new strapline "Live in Levi's," with a series of print and outdoor ads shot by NY-based photographer Jason Nocito. Taglines on the posters and print ads include confidence-inspiring messages such as "For everybody who's not just anybody" and "Look good on your way to what's next."
The print ads are a prescursor to a social and digital campaign that will launch next month based on crowdsourced stories from Levi's customers. The Live in Levi's project (which will sit on the brand's main website) will ask consumers to upload images or write posts about their favorite moments wearing Levi's products -- a social film will launch the project on August 4.
A global TV and cinema spot, directed by Fredrik Bond (whose work includes Heineken's The Entrance) and featuring the voice of blues singer Jamie N. Commons, will also launch in August.
The campaign, by FCB, succeeds Levi's previous strapline "Go Forth" which was dreamed up by Wieden + Kennedy.