Levi’s: The Live in Levi’s Project - A New Digital Brand Campaign Celebrating Real-Life Hipsters from Around the World
Last week, the Levi’s brand launched the ‘Live in Levi’s Project’ as part of its multifaceted global brand campaign “Live in Levi’s. The Project’ is a digital platform that serves to engage and activate the expansive global community of Levi’s wearers and fans around their shared experiences.
The project is created in partnership with the creative agency, AKQA, and the ‘Live in Levi’s Project’ serves as a living showcase of the billions of Levi’s® around the world and their iconic stories – collected, documented and shared across digital channels.
The platform launched with an interactive video experience, filmed in New York, London, Paris, Tokyo and Shanghai in collaboration with editorial and production company, Monster Children. Throughout the film viewers can explore each individual story at any point in the film, accessing content that includes videos, photo galleries, product information and links to shop and thus easily click-to-buy the looks.
The film features Levi wearers from all over the world, including bikers, barbers, dancers, artists, and even rockstars, in the form of Alexis Krauss, singer with American noise-pop duo Sleigh Bells. The project also invites fans to contribute their own real-life Levi’s moments by using the hashtag #LiveInLevis across Facebook, Twitter, Instagram and Weibo.
The submissions will then be matched with a specific Levi product and uploaded to the site with their very own link to shop and thereby the fans cleverly, and genuinely get directly involved in the process of building the site and even increase the amount of content that generates traffic to the web shop.
The interactive video experience reminds me of “The Liberation” campaign from Only, Bestseller and Uncle Grey, Copenhagen which also won lots of awards back in 2012.
See the Levi’s film below or visit the Live in Levi’s site to get the full experience.
Puma is Ready with “Forever Faster”, a New Global Brand Strategy and Tag line - Calling All Troublemakers
We have all seen hundreds of cool ads from Nike and Adidas displaying tons of products and gathering world-class players and athletes. Now Puma
is seriously joining the party and is in my opinion succeeding in creating their own tone of voice.
Puma states that the brand’s mission is to be the fastest sports brand in the world and claim to be ‘Forever Faster’. The statement and new tag line is being launched to consumers today, the 7th of August, it seeks to reflect a 65 year history of making fast product designs for the fastest athletes on the planet.
To Puma, “Forever” references to more than the brand history. The company’s new brand platform is also a recognition of the endless pursuit of whatever is next - in performance innovations, in cultural trends, and in style and fashion. While “Faster” is more than just delivering the rational benefit of speed to athletes, the company will seek to have a single minded purpose of celebrating faster in every sense of the word.
Besides launching to consumers, Puma will therefore also use the new statement internally as a guideline for all employees to be “forever faster” in everything from trend spotting, decision making and of course in product innovations.
Puma appointed JWT as lead agency back in December 2013 and together the two have been working on rebuilding the brand and further defining its new “Forever Faster” brand messaging. The new global brand campaign will be rolled out continuously across all platforms in the second half of 2014.
The first new “Forever Faster” commercial features top athletes, such as Usain Bolt, Mario Balotelli, Sergio Agüero, Marta Vieira da Silva, golfers Rickie Fowler and Lexi Thompson and the Scuderia Ferrari Formula 1 team.
Dunkin’ Donuts Launch Shark Week Sponsorship with Shark Bite Donut & Take a Bite, Take a Pic Competition
Dunkin’ Donuts has partnered with Discovery Channel to become sponsor of this year’s Shark Week - television’s longest running must-see TV event, which is returning to the Discovery Channel on August 10.
Besides being the TV sponsor and getting lots of exposure, Dunkin’ Donuts have created a special Shark Bite Donut and will from today activate the sponsorship with special offers and competitions.
To join in on the yearly feeding frenzy, Dunkin’ Donuts is asking both DD and shark fans across the US to, “Take a Bite, Take a Pic.”. Anyone who shares a selfie on Twitter or Instagram of taking a bite out of their favorite breakfast item using the special hashtag #DDSharkWeek can win prizes.
Some “Take a Bite, Take a Pic” participants will also be featured on Discovery Channel’s “Shark After Dark”, as each night host Josh Wolf encourages viewers to visit the special website sharkweek.com/dunkin to vote for the “Dunkin’ Bite of the Nite.”