The Live in Levi's Project is an interactive, shoppable video that allows viewers to see the type of jeans that a variety of people, from a lead singer to a chef and more, choose to wear. The tagline for the experience, which allows users to click through to buy the jeans being shown, is "A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”
The campaign, developed by AKQA, also has a social component. Users are encouraged to upload their own related stories and photos along with the hashtag #LiveinLevis.
Says Jennifer Sey, chief marketing officer for Levi's, "The people who wear Levi’s have always been the inspiration for our brand. This innovation is a way for us to open up our legacy and invite participation from all over the world.”
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