The brief:

THE WORLD’s JEANS

- Levi’s want to maintain its BRAND PILLARS but it wants to “disassociate” itself from America.

- It wants to attach its BRAND PILLARS to Global Values.

- Create a MOVEMENT

- Link Levi’s Values to Global Values

- In essence, REBRAND LEVI’s as a GLOBAL PIONEER

The concept:

We are the global generation, our values are not only national, they’re impregnated with a sense of international unity, caring about the cultures of the places we visit, immersing in them, “cultural appreciation”.

Digital nomads embody this rebellious desire to explore, to immerse themselves wherever they are, they drop their pants on the floor all around the world, Levi’s in any house and on any carpet.

Embrace the culture.