All-time Levi

We tackled the assignment by combining our past experience with Levi with a fresh idea, drawing on the themes of love, time, constant progress, and excellence.

The All-time Levi (Kaikkien aikojen Levi) concept communicates a sense of year-round excellence and constant progression – always better than last year, any time of the year. We included the idea of love stories with Levi, as many visitors have fond relationships that span generations. We then decided to work with these ideas through four distinctive yet connected themes: History, Seasons, People, and Development.

With their 60th anniversary approaching soon, Levi needed a concept and campaign urgently. Thanks to our previous work with Levi, we were able to craft our concept, main messages and visual identity in short order. We then went to work on the campaign website and social media plan. Our tasks included graphic design, web design, copywriting, and planning as well as producing a series of radio and television commercials.

We summed up the concept with a Love Letter to Levi and applied it to subsequent communications, including the campaign website. We decided to ask people to
send in their own love letters to Levi and organized a raffle to incentivize participation. The season-long social media campaign consists of 20 carefully crafted posts, eight of which include purpose-built short videos. We also put together a longer film where our Love Letter is narrated over archival footage, a tribute to the fell we all love.

The concept and campaign have received praise from both clients as well as their customers and partners. Our experience with the region and companies helped us craft a seamless look and feel, employing nostalgia while instilling expectations for a better tomorrow. Levi also carried over the concept to their anniversary exhibition at TAHTO Center for Finnish Sports Culture in Helsinki.

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