Unleashing every hipsterific Millennial stereotype and alienating everyone else who once proudly wore Levi’s, AKQA is out with the Live in Levi’s Project, a “digital platform designed to engage and activate the expansive global community of Levi’s fans around their shared experiences.” As long as they are aged roughly 20-30.
Snark aside, the project is noteworthy. An interactive video housed on the Live in Levis site highlights the lives of Sleigh Bells singer Alexis Krauss, tattoo artists, barbers and street-style star Julia Sarr-Jamois, offering viewers the ability to click-to-buy whatever strikes their fancy as they view vignettes of those who “live life in Levi’s.”
In addition to the video, the site invites people to submit their own Levi’s moments using the hashtag #LiveInLevis across Facebook, Twitter, Instagram and Weibo. The submissions are then curated, matched with a Levi’s product, and posted on the site — thereby becoming a mini click-to-buy store.
Accompanying the introduction video are additional videos and content sprinkled throughout the endlessly scrolling site, allowing visitors to dig deeper into the lives of Kraus, music producer Philippe Zdar, fashion blog editor Alexandra Spencer, Colette social media manager Sandrine Tonye, dancer Zhu Jiejing, musician Jimi Lyons, I-D Magazine editor Julia Sarr-Jamois, the (finally) very un-Millennial Yosuke Otsubo who is Levis’ sales and marketing director for Tokyo and many others.
Levi’s has been kicking off the campaign with events around the world, including a dinner in London and a concert in Brooklyn Bridge Park tonight featuring Haim and Sleigh Bells. The company is promoting these events, as well as the hashtag and site, on its various international social media accounts.
Levi’s ทุกตัวมีเรื่องราวของมันเอง ถูกเก็บไว้ในทุก รอยขาด และ รอยเฟด #LiveInLevis pic.twitter.com/i3W5vM9PiA — levisthailand (@levisthailand) August 5, 2014
The #LiveInLevis Project. 無数のジーンズ ひとつのストーリー。世界がLEVI’S®と共に生きている。 https://t.co/7WsKYf8YN6 http://t.co/lLJkD78aFY — Levi’s® Japan (@Levis_Japan) August 5, 2014
Das #LiveInLevis Projekt. 1 Milliarde Jeans. Einzigartige Geschichten. So lebt die Welt in Levi’s. https://t.co/WVFCzCiqOb — Levi’s Deutschland (@levis_ger) August 5, 2014
As viewers check out the lives of these people, they can choose to share the story or submit their own. And, in between all these life stories, related products are highlighted with a “shop now” link taking full advantage of the “Hey, I want to be as cool as this guy” thing. All in all, an admirable effort to sell jeans. As long as it isn’t your mother trying to buy them.
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