In the first chapter of their new campaign titled “Reiimagine”, Levis partnered with Beyoncé to reinterpret the brand’s iconic advertisements.
Their latest commercial is a nostalgic remake of the 1985 ad “Launderette” with Beyoncé leading the role as it was directed by filmmaker Melina Matsoukas.
The partnership was brought together after the singer included a song, titled “Levii’s Jeans,” on her country music-inspired album “Cowboy Carter” in March.
The fully integrated campaign, which will include television, out-of-home creative materials, digital, social media, print, brand activations and exclusive products, kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come. On September 30, high-impact out-of-home is launching around the world to inaugurate the Levi’s® and Beyoncé campaign.
“Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me,” Beyoncé said in the press release.
Kenny Mitchell, global chief marketing officer of the Levi’s® brand commented on the campaign in a press release saying:
“The Levi’s® brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture… in collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
The campaign was created with agency TBWA\Chiat\Day LA and produced by de la Revolućion/Prettybird.
