Levi’s Australia and New Zealand has this week embarked on its first major piece of menswear brand advertising in seven years, with a new campaign titled Live in Music via Sydney agency Monster Children Creative.
It was filmed in Sydney, Melbourne and Auckland and features 12 “real figures from the Australia and New Zealand music industry”.
Campaign Brief (despite the strong NZ connection, neither Levi’s nor its Aussie agency released info about the campaign in NZ – and the “real figures” from NZ are no-names on this side of the ditch) says it reflects the global Live in Levis initiative and showcases the brand’s long time commitment and connection to music.
‘Terrible waste’
Even Aussie reader ‘Air Thief’ was unimpressed: “Live in Levis is a terrible waste of a good thought. And now they’re leveraging no-name/no-fame ‘talent’ like this,” he/she posted on the site.
The campaign will run nationally across OOH, street posters, magazines and digital, and includes a hero film and 12 short films on each of the personalities, all paying tribute to the music community and the great work that goes on behind the scenes in bringing a live show, album or tour to life.
Levi’s Australia marketing manager Nicky Rowsell said: “Levi’s is a denim and lifestyle brand that has been worn by musicians, artists and creatives for generations. It made perfect sense for us to stay true to our brand heritage and create a campaign using real talent stemming from all aspects of the music industry who authentically wear our product in their every-day lives.”
MC Creative’s Chris Searl directed the films and photographed the campaign.
Searl: “We’ve worked with Levi’s both in Australia and the USA on a number of different projects now, but creating Live in Music was particularly satisfying for us. The industry talent featured in the campaign are all people we know and respect, and it was great to bring them together with Levi’s to celebrate the brand in a really genuine and authentic way.
“Working with such an impressive pool of creative talent enabled us to create a suite of really engaging content and motion assets to roll out through Levi’s platforms and media.”
- Live in Music is live this week: www.liveinmusic.com.au
CREDITS
Client: Levi’s Australia
Marketing Manager: Nicky Rowsell
Trade Marketing: Luke Alebakis
Agency & Production: Monster Children Creative
Director: Chris Searl
Producer: Sally Quade
Art Director: Jason Domancie
DOP: Tim Tregoning
1st A/C: Paul Shakeshaft
Audio Recordist – Melb: Manel Lopez
Audio Recordist – Syd: Mitch Lewis
Audio Recordist – Auckland: Ant Nevin
Account Manager: Dale Robinson
Production Assistant: Georgia Creer
Editor: Simon Njoo
Assistant Editor: Trent Mitchell
Grade: Christine Trodd
Online: Matt Fezz
Music Mix & Master: Paul Bianco
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