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Levi Strauss readies international campaign

Levi Strauss & Co. of San Francisco is preparing a new international advertising campaign called "Live in Levi's." The effort will promote the company's 511 Slim jeans for men and Revel jeans for women. It will also promote the 501 line of denim products. The campaign, developed by FCB and The House Worldwide, takes as its creative theme the stories consumers tell about the things they do while wearing Levi's. The creative uses copy such as "For everybody who's not just anybody" and "Look good on your way to what's next." The initiative consists of television, cinema, outdoor and print advertising, supported with digital materials, in-store materials and social media activities. The campaign will also make use of special events.

The television and cinema commercial will break in late July. At the same time, outdoor executions will begin running in New York, San Francisco, London, Paris, Berlin, Shanghai, Hong Kong, Mexico City, Mumbai and Tokyo, among other markets. In August, ads will run in fashion, music, sports and culture print properties. An online video will also be released in August, featuring people telling stories involving the brand.

"Live in Levi's is more than a campaign, it's an optimistic new direction that reinvigorates the Levi's brand's soul," said Jennifer Sey, chief marketing officer for Levi's. "The energy, storytelling and iconic jeanswear at the center of the effort will reinforce what longtime Levi's loyalists love about the brand and serve to attract new fans around the world. We're celebrating the eternally optimistic spirit and iconic product that make the brand great and forever relevant. We are committed to celebrating authentic self-expression as well as the category defining products that embody individualism and self-expression. 'Live in Levi's' asserts with confidence and pride that Levi's clothes are indeed for everybody who's not just anybody."

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