The interactive vignettes from Levi's and AKQA
The Live in Levi’s shoppable digital platform treats viewers to a series of vignettes showing the lives of young creatives.
As part of the new Levi’s campaign, the denim brand and AKQA has launched the “Live in Levi’s Project”, a digital platform that has been designed to engage the global community of Levi’s fans, collecting the stories of how they Live in Levi’s and curating them on an online hub.
At the heart of the home page is an interactive shoppable video, which allows viewers to browse the clothes the stars are wearing and buy the item in store. The centrepiece featuring the stories of Levi’s owned by everyone from Sleigh Bells front woman Alexis Krauss to everyday people like Thomas Bushnell, a barber in London.
By clicking on the video when they’re interested in a particular story or look, users can access additional content and links to shop the looks. Fans are encouraged to contribute their own stories using the hashtag #LiveinLevis, with curated user-generated content to also be shared on social digital channels. Photos posted with the hashtag feature as part of the site.
The platform launched with an experience filmed in New York, London, Paris, Tokyo and Shanghai in collaboration with editorial and production company, Monster Children.
Infinite scroll functionality also makes it easy for users to mindlessly scroll through the site and the featured film aims to feature a cross-section of how real people live, work and play in the denim brand. Viewers can explore each individual story at any point during the film, accessing content that includes videos, photo galleries and product information.
Stories to explore include MHAK, who lives for his art. While he may be a cult icon in Tokyo, nothing compares to the rush he gets from helping restore his hometown of Fukushima with a mural. Others who feature are Grammy-winner, DJ, music producer and father Paris' Philippe Zdar; plus one of China’s best contemporary dancers Zhu Jiejing.
“Nearly everyone in the modern world owns, or has owned, a pair of Levi's jeans,” said Stephen Clements, executive creative director at AKQA. “The global ubiquity of the brand and the diversity of people's style is what we wanted to celebrate. It’s something no other brand can claim.”
Jennifer Sey, chief marketing officer for the Levi’s brand added: “The people who wear Levi’s have always been the inspiration for our brand.”
“This innovation is a way for us to open up our legacy and invite participation from all over the world by allowing users to shop for iconic Levi’s products highlighted in the film.”
14 August 2014
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