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

“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.

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