Live in Levis: PR Campaign to fall for! Levi’s being the inventor of jeans has to stay at the top of their game at all times. Needless to say, the brand does it quite well. Starting from when they had launched their 501s in the 1890s to now when the tables have completely turned, the brand keeps up well with their integrated marketing, PR and advertising campaigns. One of their most famous integrated campaigns that has been going on since 2017 is the “Live in Levis” campaign. Today, in this blog, I’m going to talk about the two which I found interesting.
The fifth installment of “Live in Levis” came out on August 31, 2017, and it focused on how people connect across the world. It is often said that language, race, cast,e and creed might divide people but the connection of music unites us. Music is the one thing in the world that connects cultures, countries, traditions and people through the spirit of optimism. The advertisement showed people of different races, cultures, ages all grooving along on the tune of the single Makeba by Jain, a South-African singer and songwriter. The advertisement beautifully throws the message at the audience that no matter where we belong from, no matter what our beliefs are or how old are we, music and dance is for everybody and one can have the time of their life being in Levi’s all day long, enjoying to the fullest. Also, it showed that how the brand being a global one celebrates individuality and commonality. The Live in Levi’s advertisement was first launched globally on Levi’s owned digital and social platforms started from U.S and then spread across countries like China, India, Germany, Spain etc.
The latest installment of the Live in Levis campaign is known as “Use Your Voice” and it came out on June 3, 2019. The Live in Levis advertisements depict how one’s voice can bring a huge change for somebody or something. We all have our own voices and isn’t it better to use it as long as we can? Thus, through the Live in Levis advertisement, the brand has illustrated that how their product is not only merely used by people of different ages but also how the product gives them a sense of confidence so that they use their voice. That usage can be about anything- for confessing something, doing something for the first time, raising it against bullies and people who do wrong or simply for putting your opinion forward. Our voices can inspire huge changes in the world around us for we don’t know whom our voice might help. The advertisement has been created in partnership with FCB, directed by Irish film director, screenwriter and cinematographer, Aoife McArdle, and set against Jordan Mackampa’s “Battlecry”. This spot is only playing in across U.S and Europe for now.
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Baishali Banerjee is a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Genesis BCW, Mumbai.
She is from Kolkata. She did her graduation in Media Science with a specialization in Public Relations and Advertising from NSHM Knowledge Campus, Kolkata. She has always been curious about the corporate world and how all these huge brands function and connect with their consumers on a day to day basis. She interned with Ketchum Sampark for a period of three months under the Brands & Lifestyle team. This experience made her more curious about the PR fraternity. Also, she is a person very open to learning and her interests lie in corporate, entertainment and lifestyle.
She can be reached at @baishalibanerj5 on Twitter and as Baishali Banerjee on LinkedIn
