This fictional Integrated Marketing Campaign for Levi's was created as a Copywriting final project. I conducted extensive research in both the denim market, and in Levi's Jeans as a company. Using my findings I concluded that an integrated marketing campaign with a focus on self expression, particularly LGBTQ equality (a cause Levi's has stood behind almost since it's inception), would be an effective method of boosting sales in a declining market while simultaneously providing the audience with information and resources on this subject.
Above is an example of a magazine ad that would run during this campaign. The image is a posterized snapshot from the 1969 Stonewall Riots; an event known as being one of the most important gay liberation movements in America. The copy touches on Levi's work in the LGBTQ community and finishes with the Campaign's slogan. This ad would be placed in edgy and indie magazines such as Nylon, Teen Vogue, Frankie, and GQ.
Above is an example of a bus stop ad that would run during this campaign. Image is a posterized photo of three individuals, all in jeans, sitting on a park bench. All three are unique in their own way, and each represent a different customer. But all three wear Levi's.
