Exploring Levi’s Debut Campaign with TBWA",

Levi's introduced its "Live in Levi's" brand platform in 2014, focusing on the moments consumers spend in their jeans and themes of self-expression and individualism. This approach has since become popular among retail and fashion brands like Gap, Coach, Vans, and Keds, allowing Levi's to take a unique path.

Today, Levi's celebrates the 10th anniversary of "Live in Levi's" with a new campaign called "The Floor Is Yours," highlighting the brand as the "unofficial uniform" for progress. This campaign is the first project from Levi's new creative and social agency of record, TBWA\Chiat\Day.

Erin Riley, the U.S. CEO of TBWA\Chiat\Day, emphasized the importance of the strategy being authentic yet distinct. The unofficial uniform for doers and advocates of progress needed to stand out while staying true to its roots.

"The Floor Is Yours" centers around an anthem spot that portrays progress as movement towards something better. In this 60-second clip, a group of friends are lounging until one of them starts dancing, prompting the rest to join in as the room transforms under their feet. As the spot concludes, it is revealed that the group is now on TV, inspiring another set of Levi's-wearing individuals.

According to Kenny Mitchell, Levi's global chief marketing officer, dance is used as a metaphor for movement. He believes that stagnation, disengagement, and being a spectator are obstacles to taking action. The goal is to inspire and celebrate individuals to move and take action, as this behavior drives progress. Mitchell emphasizes that Levi's and its fans are not about being spectators, but about actively participating and driving change.

Mitchell started working at Levi's in June 2023, following roles at Snap, McDonald's, and Gatorade. One of his first tasks at his "dream job" was to find the right creative partner to help shape the future of the iconic brand. Levi's ultimately chose Chiat\Day to take over from Droga5 in September 2023.

Riley, who became the U.S. CEO of the agency in November, expressed excitement about working with Levi's. She highlighted the brand's iconic status and its potential for storytelling, shaping perceptions, and ensuring a seamless transition from its strong legacy to a modern, future-oriented image.

Consumers Own the Floor and the Pen

To further emphasize the campaign's focus on movement, Levi's and the Chiat\Day team collaborated with innovative individuals to position the brand as a cultural leader. Omar Jones, known for directing music videos for top hip-hop artists, Sherrie Silver, who choreographed the Grammy-winning video for Childish Gambino's "This Is America," and Bee Diamondhead, a South African stylist who works as a creative strategist, fashion editor, and brand consultant, all played a key role in this initiative.

Riley expressed the importance of creating a strong vibe in the spot. Although "vibe" may not be a precise marketing term, it is crucial for these brands to have a clear design and lifestyle point of view for it to come to life.

Music plays a significant role in the campaign and video, featuring the upcoming track "Drip Sweat" by Kaytranada and Channel Tres. Levi's will soon launch a global casting call for consumers to showcase Silver's choreography and submit auditions through Instagram or an online portal. Selected participants will have the opportunity to film a long-form video for "Drip Sweat," scheduled for release in late spring or early summer.

“Being a spectator is not what Levi’s is about, it’s not what our fans are about.”

Kenny Mitchell

Global CMO, Levi's

According to Mitchell, "passing the pen" was crucial for the campaign. Riley explained that this approach allowed Chiat\Day to showcase its strengths in brand strategy, storytelling, production, and communications planning.

The campaign was designed to focus on action and movement, which meant that traditional broadcast methods were not enough. The agency executive emphasized the need for a participatory and interactive approach, pushing the brand to explore new ways of engaging with its audience.

Levi's will be collaborating with creators and influencers who share the same vision for progress and movement to enhance their campaign. Dance has always been a key element in their marketing strategy, as seen in the popular 2017 ad "Circles." However, the brand's current approach of utilizing social media and influencers is a new development that was not possible in the past.

Mitchell emphasized the importance of staying true to the brand's identity while adding a modern twist and creating connections that were not possible a decade ago. The campaign still reflects the brand's values and resonates with their fans, while also looking ahead and moving towards the future in 2024.

Editor's P/S:

Levi's "Live in Levi's" brand platform, introduced a decade ago, has set the tone for the industry, encouraging self-expression and individuality. The recent "The Floor Is Yours" campaign, in collaboration with TBWA\Chiat\Day, celebrates this anniversary by positioning Levi's as the "unofficial uniform" for progress. The campaign, featuring dance as a metaphor for movement, aims to inspire individuals to take action and drive change.

Levi's emphasis on authenticity and distinction is evident in its collaboration with innovative individuals such as Omar Jones, Sherrie Silver, and Bee Diamondhead. The campaign's focus on action and movement extends beyond traditional broadcast methods, embracing participatory and interactive approaches that engage audiences on social media and through influencer collaborations. Levi's commitment to staying true to its identity while embracing modernity is reflected in the campaign's ability to resonate with fans while looking ahead to the future.