Levi’s, the 160-year old denim brand, has launched a global campaign centering on user-generated content as it looks to place itself “back at the centre of culture”.
At the heart of the campaign is the Live in Levi’s project, which asks consumers to upload images or messages to tell stories about their favourite moments wearing Levi’s products. Aiming to reinvigorate its relationship with traditional customers, the project also hopes to attract a wider consumer base among the 18-29 year-old demographic.
“It’s a really simple idea, the whole campaign is centred around storytelling – telling stories around the things people have Read full story ›
Source: The Drum
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