Monster Children’s creative shop MC helps create new ‘Live in Levi’s’ global campaign

Lifestyle magazine Monster Children’s in-house creative agency MC has teamed up with AKQA San Francisco to create a new campaign for jeans giant Levi’s called ‘Live in Levi’s’

The campaign sees fashionistas, artists, editors and even a barber talking about why they wear the jeans and what they mean to them for style and as a statement.

The three-minute film also encourages people to share their experiences of how they ‘Live in Levi’s’ through social media as part of a living showcase for the brand.

Sydney-based MC was invited to help with the project by the AKQA creative team who are fans of the lifestyle publication, and the film was directed by Monster Children co founder and MCC creative director Chris Searl, shot by highly regarded Australian director of photography Lachlan Milne and edited by Peter Barton at the Editors.

“The people who wear Levi’s have always been the inspiration for our brand,” said Jennifer Sey, chief marketing officer for the Levi’s® 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.”

“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 Targeted implementation allows Levi’s to create and promote content that is most relevant for each unique market around the world.”

The project can also be viewed here.


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