sOUTHERN ROOTS, lEVI’S lEGACY.

Bootcut,

Rebooted.

The Ask: Reinforce Levi’s as the everyday, timeless denim brand with modern heritaage and legacy impact.
Insight: Denim is more than fabric, it’s identity. People have worn denim over the years, and it all traces back to its southern heritage roots.
The Big Idea: “Southern roots, Levis legacy.

This campaign highlights the reemergence of Levi’s, fusing heritage with a fresh, modern identity. Classic Levi’s elements are reinterpreted to reflect contemporary style and cultural relevance. With Beyoncé as the headliner, the campaign captures the essence of Levi’s evolution—bold, timeless, and undeniably influential.

Execution:

OOH showcasing Beyonce in the jeans, speaking to their shared heritage and legacy.
OOH, social, and visual ads with copy creating a story around those modern legacy sentiments.
Concept board with vision goal, archive beyonce and destiny child’s, archive Levi’s ads.