To bring together Levi's® and Liverpool FC, two names which actually live up to the word ‘iconic’ – a worldwide following, a rich history and a commitment to excellence. To create a joint brand that embraced community values and a combination of individual style and shared passion.
We took it to the streets where the fans live, working with community art centre Make Liverpool to craft hand sewn denim flags proclaiming ‘Red. It’s In Our Fabric.’ Combine this with a full range of digital and print assets to create a timeless message of solidarity and shared ideals, which was delivered when and where it would count the most.
A brand relationship and campaign which was created, unrolled and managed in a seamless and efficient manner, featuring high numbers of ready-made assets and helping to deliver an impactful launch.
Strong e-commerce sales during the initial launch month - thanks to this impressive online brand campaign, leading to a volume of jeans sales that were even better than predicted.
LEVI'S® VICE PRESIDENT, NORTH EUROPE