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A fully integrated campaign for Levi’s® Pride 2023 to celebrate the strength and creativity of the LGBTQ+ community. We showed up with Levi’s® and our team of community based creative talent and developed an honest and true story within the LGBTQ+ community.
THE ONE THING: Levi's is an ally to the LGBTQ+ community and has products that allow me to express my authentic self.
Audience:
- Global LGBTQ+ Communities & Allies
- Broad Audience Of Global Levi's Fans
- Fashion Seekers + Style Currators — Ages 18-30
Challenge:
- Making this a truly global campaign celebrating the LGBTQ+ community.
Key objectives:
- Celebrate the strength and creativity of LGBTQ+ community through the
power of authentic self-expression.
- Bind the global community together.
- Inspirational values-based storytelling.
- Must have global relevant messaging that can be activated locally
- Creative must highlight the diversity and intersectionality of the LGBTQ+ community.
- Celebrate and affirm how each person identifies and expresses their
"authentic self".
The Big Idea: HOW DO YOU SHOW UP?
We told the stories of six inspiring LGBTQ+ individuals from around the globe and across the spectrum of self-expression. HOW DO YOU SHOW UP celebrates all the different ways our LGBTQ+ cast from around the globe shows up as themselves – and how that empowers them to show up for others. Each unique post communicates their distinct light to the spectrum of self-expression — and makes the world a brighter place just by being in. Captured by photographer Liam Woods, a trans and non-binary image maker based out of LA, whose work is characterized by the candid, intimate storytelling of queer people and other marginalized communities.
