The brief from the client was to move away from product focused communications and to inject some attitude and desirability back into the brand. Each execution is shot from the first person point-of-view of a Levi’s-wearing hero, capturing the reaction this person provokes in people who rigidly uphold convention and abhor difference. Unsurprisingly, they regard our heroes with disdain, suspicion and antipathy. So much the better. These are not people whose approval we want; they're the opposite of the Levi’s wearer, the epitome of conformity.
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