LEVI'S – A COLLABORATIVE COMMUNITY BRIEF
A PHOTOSHOOT TO 'LIGHT UP OUR CHRISTMAS'
The brief was not only a product launch – the campaign also needed to align with The Levi’s Music Project and support the local community. Our campaign concept was ‘Red. It’s in Our Fabric’. This idea plays on the shared colour between the two brands and the very fabric of their consumers – a true fan of the club with a vested interest in fashion, style and self-expression.
Levi’s felt that this idea aligned the brands effectively, while supporting the community by involving creative input from a local enterprise called Make Liverpool. Their space at the city’s North Docks was a perfect location for our campaign shoot.
Make Liverpool didn’t only provide the shoot location. They also helped to create the centrepiece of the campaign – a ‘Red. It’s in Our Fabric’ denim banner, a subtle nod to match day.
Working with the marketing team from Levi’s, Liquid also created a set of comprehensive brand guidelines that helped us to develop the array of printed and digital collateral needed for launch. It also aided Levi’s to develop a consistent tone of voice and visual reference.
The outcome was a successful product launch that was displayed throughout Liverpool FC flagship stores, the club’s store website and social platforms.