Levi’s honours men in music in first menswear campaign in seven years
Following the appointment of Monster Children in May last year, Levi’s has launched its first campaign targeted at men in seven years.
The ‘Live in Music’ campaign created by Monster Children features 12 Australians and New Zealanders in the music industry, including a lead singer, sound engineer, photographer, creative director and radio presenter.
Live in Music will run across out of home, street posters, magazines and digital.
The campaign includes a short video featuring men from the music industry and why they love it.
Tour life, behind-the-scenes action and live shows are all discussed throughout the duration of the video.
Nicky Rowsell, Levi’s marketing manager, said in a statement: “Levi’s is a denim and lifestyle brand that has been worn by musicians, artists and creatives for generations. It made perfect sense for us to stay true to our brand heritage and create a campaign using real talent stemming from all aspects of the music industry who authentically wear our product in their every-day lives.”
Chris Searl, director at Monster Children Creative, said: “We’ve worked with Levi’s both in Australia and the USA on a number of different projects now, but creating Live in Music was particularly satisfying for us.
“The industry talent featured in the campaign are all people we know and respect, and it was great to bring them together with Levi’s to celebrate the brand in a really genuine and authentic way.”
Credits:
- Client: Levi’s Australia
- Marketing Manager – Levi’s Australia: Nicky Rowsell
- Trade Marketing: Luke Alebakis
- Agency & Production: Monster Children Creative
- Director: Chris Searl
- Producer: Sally Quade
- Art Director: Jason Domancie
- DOP: Tim Tregoning
- 1st A/C: Paul Shakeshaft
- Audio Recordist – Melb: Manel Lopez
- Audio Recordist – Syd: Mitch Lewis
- Audio Recordist – Auckland: Ant Nevin
- Account Manager: Dale Robinson
- Production Assistant: Georgia Creer
- Editor: Simon Njoo
- Assistant Editor: Trent Mitchell
- Grade: Christine Trodd
- Online: Matt Fezz
- Music Mix & Master: Paul Bianco
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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