Creative campaign for Levi's
Manifesto:
From Tupac to Springsteen
Levi’s have always been part of the music scene.
Joplin lived in hers.
The Beach Boys wore white.
But something new is coming.
Young artists and music’s vets collaborating to create original music.
And once again Levi’s will be there.
Like the rhythmic process of sewing on that iconic red label,
when this new, good stitch happens, people will listen.
Campaign Summary:
Both Levis & American music are enduring. Bringing the two together just seemed natural.
Introducing “Good Stitch” by Levi’s. The biggest names in music collaborating with promising new artists to create limited edition recordings and vinyl record.
OOH posters in the nations biggest music cities (SF, NY, LA, Chicago, Austin, Detroit, New Orleans, Nashville) streaming websites (Spotify) and banner ads will host advertising and the Levi’s micro-site will show behind-the-scenes studio footage.
A week before the vinyl’s release, the Good Stich app launches. Pre-set algorithms let fans chose hundreds of songs to remix, share on social media and put on their Spotify lists.
Pop Up stores open the day the vinyl album is available. customers can buy limited edition Levi’s products, use DJ stations and meet musicians featured on the album. Information about the app and where digital versions of the vinyl can now be found both in-store and online.
