Levi's gets moving in new campaign from TBWA\Chiat\Day - Brand Innovators

Levi’s gets moving in new campaign from TBWA\Chiat\Day

  • Levi’s has launched a new campaign that embraces the brand’s connection to “creative, intrepid and visionary ‘doers’ across all walks of life.”
  • “The Floor Is Yours” interactive campaign includes a new ad film and an open call for fans to participate in building more creative. 
  • Using the hashtag #LevisOpenCall, fans can audition for the chance to star in a video for the brand with music from DJ, Kaytranada.

“The Floor is Yours” campaign marks the 10th anniversary of the “Live in Levi’s” brand platform from the 170+ year old brand. The effort, a first from the company’s new agency of record TBWA\Chiat\Day, illustrates the ease of Levi’s products for creative people.

The new effort comes under the leadership of the company’s chief marketing officer Kenny Mitchell, who joined the firm last year. 

“As a brand that has long been the ‘unofficial uniform’ for progress, the 2024 Live in Levi’s campaign is all about championing the people who do things their own way and push culture forward,” said Mitchell, in a statement. “We wanted to use this campaign to inspire the doers and movers around the world to take the floor. We’re proud to partner with the incredibly talented Kaytranada, and we can’t wait to see how people answer the call.”