LEVIS 2020 CAMPAIGN

I was scrolling through instagram when I saw this post from @nclgallery which was of the new Levis campaign with Hailey Bieber & Jaden Smith, after researching Levis for a previous projct I thought this looked very different for the brand so I wanted to look into it a bit further. The first photo I saw the pair were wearing blue jeans, a classic Levis jean and a plain white t-shirt with a small logo on the pocket, this was quite like the usual Levis styling, but then the second photo the pair were both in spring patterned two pieces, very unlike anything I've seen from Levis before, this made me notice the difference in branding and I wanted to see more. The rest of the photos @nclgallery shared were a mix of the classic Levis with new and festival like clothing, with fields, smoke bombs and pastel coloured sheets in the background all add the the festival feeling. I clicked onto Hailey and Jadens Instagrams to see what they were saying about the

collaboration, but it wasn't much, Hailey captioned her photo 'My new @levis campaign with @c.syresmith, photographed before the world changed' and to my surprise Jaden didn't even caption his. They really haven't told us anything about the campaign or collection, these posts could have been a great way for Levis to spread the word but it was really a missed opportunity with such simple captions being used, many of the celebs followers would just scroll past the photo thinking it was like any other. I then went onto Levis instagram where they had this post saying that the two of them would be going live on Instagram, this is the perfect time to be doing so with everyone being stuck at home. It also said about learning more about the campaign from their CMO, Jen Say so of course I did that.

This really helps you to understand the vision of this campaign, they really want to inspire all of us as we sit stuck and hope and dream of normal life and one of the main things in summer, music festivals. This statement is really amazing, I think they got this campaign story bang on, fitting with the times perfectly. It starts off setting the scene of being together again, celebrating at a music festival, specifically Coachella which has currently been postponed due to the pandemic. Although she gets us dreaming she doesn't let us loose sight of why we are staying home and how important it is for us to continue to do so. She explains why festivals are so important to Levis and how they alway go big at festivals and for festival season with customisation and their amazing guest list. Last year their festival campaign, timed to launch during Coachella, featured Hailey Bieber as the face of the iconic 501®. She had a page on the website called 'Haileys festival picks' where she showed us all of her favourite Levis pieces and how she would style them for festivals, bringing a massive name like Hailey into the brand really opened them up to a younger and wider audience, so it is not surprise they used her again this year. As well as having her collaborate with the brand to help communicate with new audiences, it also revisits last years campagin and everyone who went to or was interested in Coachella last year will know that she was the face of Levis, so now even though there isn't a festival it gives that same feeling as people know thats the time that she connects with the brand. She also speaks about Hailey’s optimism and authenticity are inspiring, something Gen Z really look for, they want transparency and authenticity. Also Jaden’s commitment to the environment, his passion to educate us on how we can all choose more wisely, more responsibly, another very important aspect to Gen Z as we try to save our planet and look to brands who are making the big changes. This really shows the two collaborators weren't chosen at random, they really connect with what is important at this time and can bring their ideas to a mass company like Levis.

"Well, there may not be any festivals but we’re launching the campaign anyway because we all deserve to dream a little." I love this quote, she's really saying, even though the world can't go on as normal we still want to dream about the end and all the happy times to come.

She also speaks about how these images remind her of the brands history, "one mired in youthful optimism and progress. I’m reminded of photos from Woodstock in 1969 – billed as 3 days of peace and music. It was the epitome of activism, optimism and creativity." A time much like now for Gen Z and all of their strong opinions and acitvism, this is also a great recognition of the brand as they are all about tradition and being a classic so it's necessary that they remain that strong brand image."As Bob Haas (LS&Co. Chairman Emeritus and great-great-grandnephew of the company’s founder Levi Strauss) has said, “Levi’s is the embodiment of the energy and events of our time.” This is still so true with the times now, they have adapted the campaign to the situation and given consumers an escape. Levis work hard as a brand to be the choice for those who dare to speak up and out, to use their voices, to fight for change, to hope for better days, more inclusion, more love, more joy.

She goes on to speak about how greatly the youth are being effected in this time, this really highlights a brand to Gen Z as they are being recognised and understood by such a large brand. "But their optimism and sense of community and identity will carry them through." she recognises and inspires the youth of today.

"Levi’s® has been through a lot. Earthquakes (1906, 1989), wars (WW1, WW2), pandemics (1918). Through thick and thin, we’ve stood with our employees, our communities, our fans. To endure.  And we’ll do it again, with you. Today.

Now for a moment of sheer fun – because we all deserve a little fun, check out the new campaign. Remember what joy feels like." This ending paragraph is a great way to round of the post, she's really inspiring, which is what we all need in this time, to know that it will end and we will get through this.

Honestly when I first saw this campaign I though oh no another brand just jumping on the band wagon of influencers and popular festivals just to try and capture Gen Z's attention, but as I looked it further it really is a great campaign with everything really well thought out. When we did our project on Levi's we noticed very much that they aren't connected with this generation and they really need to as they are becoming such an impact on others decisions and brand success, but now I see they really are making those steps and they have seen the importance and have done a great job.