Levi’s /
Craftwork
The Levi’s ‘Craftwork’ campaign was inspired by the resurgence of ‘craft’ and its physical roots in the brands history – the physical quality and craftsmanship that is fundamental to the Levi’s ethos.
To bring this idea to life, we recruited 18 craftworkers from across London as the ‘faces’ of the Levi’s campaign. Their crafts were wide ranging and included singers, songwriters, fashion designers, illustrators, photographers and artists, each with their own unique story to tell.
The campaign was timed to launch the re-crafted flagship store on Regent Street and was supported by national print ads and outdoor ads across London. Consumers were also able to follow the craftworkers via the campaign website www.leviscraftwork.com
Levi’s /
Craftwork coverage
We have received fantastic coverage in Marketing magazine for our Levi’s ‘Craftwork’ Flagship store launch campaign.
“The strategy harks back to the history of Levi’s jeans which were traditionally worn by manual workers in the US, such as cowboys and lumberjacks. Drawing on this heritage, it’s campaign has reinvented the idea of a ‘craftworker’; the brand has recruited 18 craftsmen and craftswomen across the art, music, performance and catering sectors to represent the brand in press and outdoor ads.”