Levi's unveils 'shoppable' film in global campaign

Levi's has launched a video platform as part of its 'Live in Levis' campaign, showing the many ways people across the world wear their Levis.

Levi's: campaign highlights people's love for their jeans
Levi's: campaign highlights people's love for their jeans

Created by AKQA, the campaign uses a video that lets viewers click-to-buy the denim products featured.

The video's theme is inspired by the fact that nearly everyone in the modern world owns, or has owned, a pair of Levi’s jeans.

It is hosted on Levi's website and invites consumers to upload images or messages to tell stories about their favourite moments wearing Levi’s products.

Users can also view a variety of individuals and their denim profiled on the site, from street-style star and Londoner Julia Sarr-Jamois to Japanese boxer Nao Tsuchiyama, all of whom explain their love of their favourite pair of jeans.

The campaign is part of the brand's $96m global campaign.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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