Levi’s Launches Interactive Shoppable Film

Levi’s Launches Interactive Shoppable Film

The new Live in Levi's campaign uses a shoppable video to show the many ways people across the globe wear the denim giant

Daniela Walker
  • 5 august 2014

“Nearly everyone in the modern world owns, or has owned, a pair of Levi’s jeans,” says Stephen Clements, executive creative director at AKQA. This bold statement was the starting off point for the advertising agency’s partnership with Levi’s to create the Live in Levi’s Project, an online platform that explores the many ways that people around the world wear their Levi’s jeans.


The crux of the global campaign is this digital Live in Levi’s platform, which is a shoppable video of influencers across the globe describing how they wear their pair. Launching the site, viewers can see a variety of individuals from street-style star and Londoner Julia Sarr-Jamois to Japanese boxer Nao Tsuchiyama explain their love of their favorite pair of jeans. The shoppable format allows viewers to easily click-to-buy the denim products seen in the video, but the experience itself is even more immersive.


Beyond the initial shoppable video, each individual profiled has their own video where viewers can get to know them more in-depth, to discover their inspirations and their motivations in life. It drives the tagline home: “A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”

And beyond sneaking a peek into the lives of these folk hand-selected to represent the brand, Levi’s also wants its global audience to participate in the project. Using the hashtag #LiveInLevis, fans are encouraged to share their own “Levi’s moments” on social media platforms such as Facebook, Twitter, Instagram and – interestingly – Weibo, the Chinese microblogging site. The latter indicates how global the brand hopes the project will be.

“The people who wear Levi’s have always been the inspiration for our brand,” says Jennifer Sey, chief marketing officer for the Levi’s. “This innovation is a way for us to open up our legacy and invite participation from all over the world.”

The project blends storytelling and commerce seamlessly, all while staying true to the global ethos of the brand. Says Clements:

The global ubiquity of the brand and the diversity of people’s style is what we wanted to celebrate. It’s something no other brand can claim.



Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Yesterday

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online

Retail Yesterday

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry


Get PSFK's Related Report: Future of Automotive

See All
Gaming & Play Yesterday

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends

Related Expert

Xioachang Li

Cultural Theorist and Researcher

Entertainment Yesterday

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Yesterday

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Yesterday

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs Yesterday

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Food Yesterday

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Yesterday

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Yesterday

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail Yesterday

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Yesterday

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Yesterday

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Yesterday

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.