Levi’s celebrates LGBTQIA+ voices with its 2020 Pride collection
Levi’s Australia has launched the ‘Use Your Voice’ campaign to celebrate its 2020 Pride collection.
The campaign highlights a group of young LGBTQIA+ Australians, expressing how using their voices has helped them be their authentic selves.
Levi’s is also continuing it’s partnership with Out Right Action International, an organisation which works to advance the rights of the LGBTQIA+ community around the world. Net proceeds from the collection will go to support the LGBTQIA+ community.
The campaign was created and produced by Monster Children and directed by Cloudy Rhodes.
Trent Bos, Levi’s head of marketing for Australia and New Zealand, said: “Levi’s puts people over profit, and that’s how we’ve run our business since day one. For this year’s Pride, we’re creating space for one single message to prevail: Use your voice. It’s a culmination of decades spent working toward social equality and justice.”
Jam Hassan, executive producer at Monster Children Films, said the team was proud to be involved in the campaign.
“We were so proud to see the effort and passion that was put in at every stage of production. It was a special experience to work on a job like this,” Hassan said.
Director Cloudy Rhodes added: “Jobs like this are rare and when you get them its such an opportunity to do something beautiful and important.
“Directing Use Your Voice was such a special thing for me. To make a spot that celebrates diversity and gives voice to young queer/ non-binary kids is a dream. The process of making the film was so fun and collaborative we shot on 16mm which just adds a raw beauty.”
Credits
Production Company – Monster Children Films
Director: Cloudy Rhodes
DOP: Campbell Brown
Producer: Jam Hassan
1AC: Jani Hakli
2AC: Charlie Slessar
Editor: Stew Arnott
Gaffer: Matt Wilson
Best Boy: Ben Friesen
Colourist: Fergus Rotherham
Sound Post Production: Sonar Music
Music composition: The M1
Production Assistants: Tom Cole and Jack Livanes
Photography: Jam Hassan and Tom Cole
16mm film processing: Werner Winkelmann
16mm film scanning: Ray Argall at Piccolo Films
Special thanks to our incredible talent Evan Betts, Phoebe Deskovic, Zoe Takala, Nick Garcia and Bozhen Chen; Bianca Jeffrey at Broadway Sydney; Jeet Pavlovic; Liv Reddy at The Editors; Jake, Kenny, Benny and Phil at The Lansdowne Hotel; Kodak and Film Stock AUS.
Creative Agency – Monster Children Creative
Creative Director: Matt Pike
Account Manager: Ben Murgatroyd
Digital Director: Jam Hassan
Content and Social Media Manager: Tom Cole
Designer and Motion Graphics: Jye Kwong
Another company jumping into political issues.
I don’t see how this is good for business? Remember 4 million voted against SSM
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Debby,
Equality and human rights are not political issues.
Ill-informed comments like yours show companies like Levis that they’re doing the right thing. Bravo to them.
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It even says ‘Levi’s puts people over profit’. Live by the sword, die by the sword.
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