Inspired by Beyoncé's innovative approach to art, culture and storytelling, the campaign reimagines Levi's classic looks and films. In a series of chapters, the new campaign reinterprets several of the Levi's brand's most iconic ads, bringing them into the modern era through the transformative vision of celebrated filmmaker Melina Matsoukas. The first film, inspired by “Launderette,” the 1985 ad that revived “I Heard It Through the Grapevine” on the Billboard charts, places Beyoncé center stage and celebrates the heritage of the Levi's brand as a canvas for self-expression, used by agents of change. and icons alike.
Levi's and Beyoncé have teamed up for the 'REIIMAGINE' campaign, reinterpreting iconic Levi's ads through the lens of Beyoncé's artistic vision. The campaign celebrates the brand's heritage and its future, focusing on empowering women. The first film reimagines the classic 1985 'Launderette' ad, combining Levi's legacy with modern cultural storytelling.
“My song 'LEVII'S JEANS' celebrates what I believe is the ultimate American uniform: something we all wear with pride,” he said. Beyonce. “I am honored to work with Levi's to create quintessential American iconography. Denim on denim has often been seen through a masculine lens, so this reinvention campaign, celebrating the iconic female perspective, is important to me. “I look forward to exploring innovative ways for our visions to align to empower women and honor their strength.”
“The Levi's brand has been and always will be the unofficial uniform for those who advance in the search for something better. “We believe a key part of that is continually breaking and building the codes of culture.” said Kenny Mitchell, global marketing director for the Levi's brand at Levi Strauss & Co.. “In collaboration with Beyoncé, we explored the power of reimagination through this campaign, helping us connect with our fans in new ways and supporting the growth of our women's business as the definitive denim lifestyle brand.”
The fully integrated campaign, which will include television, outdoor advertising, digital media, social media, print media, brand activations and exclusive products, began with digital screenings in key markets such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, generating buzz and giving fans a sneak peek of the upcoming campaign. A high-impact outdoor program will launch around the world on September 30 to kick off the Levi's and Beyoncé campaign.
The first film was brought to life through the lens of Marcell Rév, an Emmy Award-winning cinematographer. Outside of the immersive visual world of the film, the Levi's brand worked with photographer Mason Poole, who captured a collection of timeless campaign images, adding to the canon of incredible photographs of icons wearing Levi's jeans, from Marlon Brando to Marilyn Monroe, and now Beyoncé. The campaign was conceived in creative partnership with TBWAChiatDay LA and produced by de la Revolución/PRETTYBIRD.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (RM)
