Levi's is currently in the middle of a pitch process and the campaign is slated for 2017. The company is looking to make the ‘biggest denim brand in the world’ feel local with the first Australian brand campaign in nearly a decade.
The campaign will be the first piece of work not spun out of Levi's' head office in San Francisco in that time.
According to Levi's Australia marketing manager Nicky Rowsell, the reason for the localised campaign is that it will be focused on an Australia and New Zealand specific product.
She says the campaign will not only continue the global platform ‘Live in Levi's’ but will build on the strain of work, namely grass-roots initiatives, she has undertaken since joining the business more than two years ago.
In the past, Levi's has done a number of partnerships in the music space, signing on as sponsor of BluesFest this year. In the past, it sponsored other festivals including Splendour in the Grass and Melbourne Music Week. Levi's has also partnered with a lot of niche festivals in the tattoo and motorcycle communities.