Levi's: Flipboard social catalog

Campaign details

Advertiser: Levi's
Agency: OMD
Category: mCommerce
Region: NA

Strategy

Levi's is an iconic fashion brand with a very distinct image and cultural voice, but it wasn't getting traction with younger audiences. Our challenge was to raise awareness and generate sales among a younger, connected target, and we needed a mobile idea that showcased the fashionable brand with impactful imagery within the confines of the mobile environment. We wanted to give Levi's a mobile platform to speak to all consumers through curated editorial content that showcased the Levi's lifestyle.

Knowing that our target would reject the traditional, interruptive media model, we did the same. Instead of interrupting their lives with an advertising message, we would take a disruptive approach, infiltrating passionate communities with authentic content and experiences that allowed for maximum interaction with our target.

Execution