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A 360° marketing campaign to support the launch of Levi’s® x Princess Mononoke collaboration. Inclusive of all Levi’s® channel executions, social roll out strategy, and seeding kit designs. Levi’s® created a capsule collection using original artwork by Hayao Miyazaki from the movie Princess Mononoke paired with Levi’s® iconic style– in the very first licensing collaboration for the film with Japan’s Studio Ghibli. Studio Ghibli is highly selective with their collaborations, choosing Levi’s® due to their dedication to craftsmanship and their longstanding, respected Americana brand.
Capture OG and new Princess Mononoke fans and show them that with Levi's they can experience the brands in new ways that only Levi's can offer. Build fandom through deeper connection to both Studio Ghibli and Levi’s®
Challenges:
The business challenge was to connect with superfans of Studio Ghibli–and specifically the film, Princess Mononoke–and welcome them to the Levi’s® world as a top denim brand.
Key objectives:
- Capture OG and new Princess Mononoke fans
- Show them they can experience the brands in ways that only Levi’s® can offer.
- Excite and engage the Princess Mononioke super fans and connect them with Levi’s®.
The big idea: DARK + LIGHT: THE COSMIC DANCE OF DUALITY
Duality is a key theme throughout the film. Existence unfolds in complementary pairs, with light and darkness representing the most fundamental metaphor of duality. We connected consumers and cast within the film's lush, evocative world to the original denim brand, Levi’s®, by transporting them to a world of dark and light, drawing inspiration and inserting Easter eggs from the film.
Friends Everywhere created a mult-channel marketing campaign that would both speak directly to, and honor super fans while capturing a new audience who were drawn to both the streetwear-inspired pieces. Shot in an old-growth forest in Oregon, summoning the mossy forest beds, ancient trees and grassy meadows of the film. We shot through an aspirational lens that evoked an authentic connection to the physical and emotional landscapes of the film. Using darkness and light as a visual metaphor, we immersed the cast and collection in the lush and evocative world of Princess Mononoke.
Key results:
- Sold out in hours of campaign launch
- Raised awareness and attracted new audience to both brands
