Levi's launches 'Live in Levi's campaign

Levi's has launched a new global brand campaign inspired by the things consumers do in their Levi's.

The new campaign celebrates real-life ‘Live in Levi's’ moments, “from first dates and first-borns to rodeos and road trips”, the brand said.

Featuring the new Fall 2014 collection, the campaign highlights the Levi's 511 Slim jean for men and the Levi's Revel jeans for women, in addition to reimagined products such as the 501 jean, western shirt and Trucker jacket.

The campaign celebrates an iconic product

“We're celebrating the eternally optimistic spirit and iconic product that make the Levi's brand great and forever relevant," said Jennifer Sey, chief marketing officer for the Levi's brand. "We are committed to celebrating authentic self-expression as well as the category-defining products that embody individualism and self-expression."

The campaign is the first creative collaboration between agency FCB, Foote, Cone & Belding, The House Worldwide and the Levi's brand.

The campaign can be seen across digital and social platforms, TV, cinema and print globally through real-life and virtual events, as well as mobile and in-store experiences.

Image: Levi's