Lu's idea portfolio
Levi's
The campaign is based in Levi’s values and what the brand stands for. All of the brand’s commercials are focused on their values of bravery, breaking the norms and being a leader in social movements. Throughout time, they have given support to the LGBTQ+ community, AIDS movement, women’s empowerment and the preservation of the environment.
Levi’s is a brand which is not scared of setting a path for society to follow. They don’t portray themselves as neutral in cultural topics. They believe in freedom and living life to the fullest and it is throughout every action that they promote that to their audience. Levi’s is brave, strong, rebellious and stands for its beliefs and values no matter the situation.
I decided to create a campaign representing Levi’s lifestyle while at the same time empowering women, showing them the female trailblazers and role models of previous generations. This is because I identified one very important marketing goal for Levi: penetrating the women’s market, today’s most fructiferous in the apparel industry.
I handpicked seven female icons that I thought best represented the soul of the brand, in terms of their fierce, strong, and norm-breaking personality: Cleopatra, Marie Curie, Virginia Woolf, Amelia Earhart, Frida Kahlo, Rosa Parks and Valentina Tereshkova. They were trend setters of their generations and so is Levi’s in ours. Therefore, the ad would focus on these powerful women, giving them a modern interpretation and a brand that accompanies their spirit, Levi’s.
I wanted to link the image that society has of them to the brand. So I chose two media channels (TV & youtube) that would not only expose this ‘union’ but make people believe that if those women were of this contemporary age, they would also wear Levi’s clothing. The objective is to choose a model that would not only be alike to the icon but represent her essence, so that once the viewer sees the commercial, they will instantly recognise the famous women. The vision will be facilitated by creating an environment through makeup, decoration, hair style, face expressions, physical likeness, props…etc
This not only situates the brand into a leader environment of women empowerment but also makes the audience have the possibility of leaving a print in society by wearing Levi’s clothing. If these powerful women are represented by the brand, the audience will think that by wearing Levi’s, they will be a step closer to feeling and being what is being communicated: Free, unique, strong, rebellious, powerful women. That they only have to wear a pair of Levi’s jeans to achieve that. Easy as that.
The campaign will be launched during the following International Women’s Day, 2021. I chose this date for the campaign since it is a day that women all around the world join forces and are united in one front. It’s a day where women feel empowered and supported. Where important aspects of a women’s life like their rights, equality, freedom and beauty standards are debated and defended.
Woman empowerment is a concept that has been growing rapidly among the past years but we mustn’t forget its roots and where it comes from. This is why it’s also important for us to portray these women and remember them as legends and heroes of their times.
TV commercial idea
In the TV commercial, the models will be arranged chronologically, in accordance to the icons. Each will have a short but identifying action that will depict their story and most renowned accomplishment. As this action is shown, the camera will have a close up of the jean’s characteristic traits and details (for example, their red tab in the back pocket or their intricate lining). At the end of each scene, the figure will say a quote from the iconic figure looking directly at the camera. This is a crucial component as it is the one that ties the females to the brand’s identity and nature. Again, these quotes were specifically and strategically chosen because not only do they inspire and touch viewers, but they embody Levi’s moto and DNA.
Bellow you can see the moodboard, explaining the aesthetics of the campaign as well as the Levi’s items that would be used.
Media planning for the campaign
The campaign will be released on the 8th of March of 2021: International Women’s Day. I chose this date as it is a date which will make the campaign stronger and will reach not only a larger audience, but the right audience. Also, since the campaign is dedicated towards women’s empowerment there’s just not a better date to launch a campaign than on a date which is meant to celebrate this concept.
For the commercial, the models that are hired must all show diversity, and the beauty found in that. Therefore, we must include different body types and skin colors, especially considering the ethnic background of the person they are representing. When choosing the models we must be very careful because the only requirement isn’t to look similar to the original women but to be of the same background, so as to have an authentic representation. Moreover, models must be able to transmit the viewer a firm, strong, brave personality. They must be unique in their own way and really communicate to the audience their strength through their expressions and pose.
We must make sure that this ad campaign is done in a respectful way, not taking away from the women’s struggles and accomplishments. Combining the icon’s identifiable features and notorious stories with Levi’s, as well as delivering a fresh, modern interpretation on them.
“Only originals make history. Levi’s originals since 1853.”
For the slogan I wanted something short and impactful. A concise message that could easily be remembered. After careful research, I noticed a word that stood out in Levi’s advertisements, and was therefore how they chose to show themselves to the world: “Originals”. When thinking of these women’s stories, no word better described them. They were pioneers in their times, testing the limits and proving themselves to society. That is why today they are remembered and celebrated. Their originality and brave actions were the ones that cemented them into history.
For the second part of the slogan, I put “ Levi’s originals since 1853” to emphasise the fact that Levi’s are not only the original jean makers, but that they have been producing high quality jeans since 1853. Showing that throughout all of those years they were, and are, able to produce top-knotch products. They are not only the first, but the best.