2017 was a big year for Levi’s®, the brand introduced a
number of high profile collaboration, exciting creative work and celebrated the 50th anniversary of their iconic Trucker jacket. How do we make a global pop-cultural sartorial item relevant to a region known for its fast trend hoping? How do we kick start an online conversation that drives followers to our handles while gearing up for SOLE DXB?
OUR CREATIVITY SHAPES OUR CITY.
The reason people call dubai their home has less to do with the size of it’s buildings but rather the richness of the creative-culture we’re surrounded by.
STARTED BY US, FINISHED BY YOU.
As part of the relaunch of Levi’s® in the region we aimed to attract a younger, edgy audience, drive awareness and generate hype around the Levi’s® Tailor Shop and customization. This Activation was created with a simple goal in mind; connecting through authentic storytelling from Levi’s® to become the lifestyle brand of choice within the region.
We took an integrated direction for this campaign, our idea was to keep the conversation going and make sure that our in-store, online and offline activations were executed in the same fashion. From the store opening to the big finish at SOLE DXB, we made sure that our content and execution carried the overarching idea of our campaign; started by us, finished by you.
MORE THAN JUST A NEW STORE OPENING. A PLATFORM FOR YOUNG ARTISTS TO SHOWCASE THEIR WORK IN FRONT OF THE REGIONS TOP PRESS.
The store follows the new elevated Levi’s® store design principals which include: The décor features framed graphics and potted succulent plants native to California, giving a nod to the brand’s rich Northern California roots. In addition, the store boasts an open ceiling concept with bright, white walls, polished concrete floors and graphics that separate the space into distinct areas. During the opening, Media and influencers got a glimpse of the latest collection and enjoyed a fun evening which was highlighted through personalization service by Levi’s® tailor shop.
WE TOOK THE CONVERSATION ONLINE AND LET EACH ARTIST GIVE OUR AUDIENCE AN INSIDERS VIEW ON THEIR CREATIVE PROCESS.
Building on the momentum of the store opening, we took Levi’s® on took the epicenter of the region’s street style scene SOLE DXB. The annual event draws crowds in excess of 16,000, and serves as a one-of-a-kind platform for sneaker and streetwear fanatics to meet up, exchange ideas and see the latest styles.
SOLE DXB WHERE IT ALL CAME TOGETHER FOR THE MOST AUTHENTIC EXPERIENCE YET.
The theme for 2017 was contemporary Japanese design – a fitting year for Levi’s® to join the showcase, given the signature role the American company has played in Japanese denim culture. The Levi’s® space was carefully curated, featuring a Trucker’s jacket design in collaboration with local artists, a screening of the 501 Documentary on Levi’s® history in Japan, and an appearance by Master Tailor Masayuki Den from Levi’s® Haus of Strauss in Tokyo.