In a world where cultural movements and societal shifts continuously shape our collective narrative, Levi’s stands as a stalwart symbol of progress and individuality.
With a legacy spanning 170 years, the iconic denim brand has consistently evolved, adapting to the changing tides of fashion, culture, and activism.
Now, under the stewardship of new Chief Marketing Officer Kenny Mitchell and in collaboration with agency TBWA\Chiat\Day, Levi’s unveils its latest global campaign, “The Floor Is Yours,” signalling a powerful call to action for the next generation of change makers.
Enduring Symbol of Humanity’s Struggle
At the heart of this campaign lies a celebration of Levi’s heritage as a democratic brand, one that has been intimately intertwined with progressive movements throughout history.
From the rugged jeans worn by miners during the Gold Rush era to the rebellious statements of countercultural icons, Levi’s garments have served as enduring symbols of the human experience.
The campaign’s centerpiece, “The Floor Is Yours,” encapsulates Levi’s commitment to fostering individual expression and societal advancement.
Defying Convention and Embracing Authenticity
Directed by Omar Jones and choreographed by Sherrie Silver, the film follows a group of young friends lounging in a conventional, static world until one audacious individual is inspired by a televised dance performance to literally move the floor beneath them, igniting a chain reaction of liberation and expression.
This captivating narrative serves as a metaphor for the power of taking action and challenging the status quo. Through the lens of dance, Levi’s illustrates the transformative impact of daring to defy convention and embrace authenticity.
As the campaign unfolds, viewers are invited to witness the boundless potential of those who dare to move and break the mold, echoing Levi’s longstanding ethos of championing individuality and progress.
Integral to the campaign’s message is the concept of inclusivity and community engagement.
Collaboration with Grammy Award Winning DJ Kaytranada
Levi’s has launched an open casting call, #LevisOpenCall, inviting dancers and movers from around the world to be part of an exclusive film project in collaboration with Grammy-award winning producer and DJ, Kaytranada.
This initiative embodies Levi’s commitment to celebrating diverse voices and empowering individuals to share their stories on a global stage.
The campaign also marks the debut of Levi’s new seasonal range of tops, jeans, and more, showcased in the film as symbols of self-expression and empowerment.
The collaboration with Kaytranada further amplifies the brand’s commitment to artistic innovation, with an unreleased track featuring Channel Tres serving as the soundtrack to the electrifying dance sequence.
Make Your Mark on the World
Speaking on the campaign, Kenny Mitchell, Chief Marketing Officer of the Levi’s brand at Levi Strauss & Co., emphasises the brand’s longstanding legacy as a beacon of progress and individuality.
“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,“ he adds.
In a world where conformity often stifles creativity and innovation, Levi’s boldly asserts the importance of embracing authenticity and daring to carve out one’s path.
Through “The Floor Is Yours” campaign, Levi’s not only showcases its enduring relevance but also reaffirms its commitment to empowering the next generation of change makers to seize the moment and make their mark on the world.
