Levi’s has core beliefs that are rooted in empathy and courage. Since their inception in 1853, they have striven to champion equality, inclusiveness and progress.
Building on that deep heritage, the Levi’s® brand today launched the fifth installment of its “Live in Levi’s®” campaign, highlighting the way people are connected across countries and cultures – through music, dance, and a spirit of optimism.
Like previous “Live in Levi’s®” installments, “Circles,” focuses on storytelling and inclusiveness. The message is simple: We are all connected. We are more alike than different. And our differences only make us stronger.
Both timely and timeless, Levi’s® has served as a thread across generations, and we believe we are uniquely positioned to celebrate the ideals of optimism, inclusivity and progress because that’s what we have been doing for more than a century. As a company established on the values of our founder, we have pushed to do right by the communities where we live and work. This includes the recent commitment by the Levi Strauss Foundation to give $1 million in grants supporting organizations that protect the civil liberties of highly vulnerable communities across the United States and abroad, including immigrants, refugees, the transgender community and religious minorities. This builds on the more than $300 million the foundation has given through its decades-long commitment to addressing social justice and equality issues.
No matter where we are from, or what we believe, music and dance are universal languages. Like music, the Levi’s® brand is a unifier that simultaneously celebrates our individuality and commonality. This campaign is simply a celebration of these values. We aren’t perfect but we strive to always respect the individual, to celebrate authentic self-expression and to build and be part of a more diverse community.
The integrated campaign launched globally on Levi’s® owned digital and social channels as well as in U.S. cinemas today. From there it will roll out worldwide, including: China, France, Germany, India, Russia, Spain, UK, US and other key countries globally.
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Agency: Fcb West