Levi’s is offering dancers (and those who love to dance) the opportunity to stars in its new campaign by TBWA\Chiat\Day Los Angeles. The brand’s new campaign commercial is an open global casting call, #LevisOpenCall, to be part of a new exclusive film in partnership with Grammy winner, producer and DJ, Kaytranada.
The 2024 Live in Levi’s campaign film, The Floor Is Yours, also features clothing from Levi’s new ranges. The idea behind the campaign is that dance represents the positive impact of taking action. The whole campaign for the 170-year-old brand aligns Levi’s with the mood of Gen Z as a generation – to act with purpose, bringing it up to date. The film was directed by Omar Jones and choreographed by Sherrie Silver, and shows a group of friends stuck in a conventional, still world, until one person dares to move and break the mould. This ignites a captivating, chain reaction dance scene set to an unreleased track from Kaytranada featuring Channel Tres, marking the first teaser of the new song which is due to drop later in the year.
“As a brand that has long been the unofficial uniform for progress, the 2024 Live in Levi’s campaign is all about championing the people who do things their own way and push culture forward,” stated Kenny Mitchell, chief marketing officer of the Levi’s brand at Levi Strauss & Co. “We wanted to use this campaign to inspire the doers and movers around the world to take the floor. We’re proud to partner with the incredibly talented Kaytranada and can’t wait to see how people answer the call.”
To be considered for the film, dancers are encouraged to audition by posting their dance to the specific choreography with #LevisOpenCall to Instagram, and using the sound from the instructional post of choreographer Sherrie Silver. However, dancers can also submit a video of the choreography to an online portal that details logistics around #LevisOpenCall. This includes an age requirement of 18+ and a submission agreement. Silver and the team will choose dancers with whom to make the film. Selected dancers will also be paid for their time and flown out by Levi’s.
The campaign is TBWA\Chiat\Day’s first work for the Levi’s brand.
Erin Riley, chief executive officer of TBWA\Chiat\Day Los Angeles, stated, “In a category that is pretty flush with authenticity and self-expression, we spent a lot of time thinking about the soul of this brand and how we can reveal that in a way that is true to Levi’s legacy, but also make it unmissably modern … That’s where we got to this idea around progress – that life is not about spectating; it’s about doing.”
The campaign leads with digital and social campaign, supported by out-of-home effort throughout Europe and Asia as well as print media in Condé Nast.
Credits:
Client: Levi’s
Creative Agency: TBWA\Chiat\Day LA
Production: TBWA\Chiat\Day LA
Director: Omar Jones
Director of Photography: Todd Martin
Choreographer: Sherrie Silver
Stylist: Bee Diamondhead
Post Production & VFX: TBWA\Chiat\Day LA
Editor: Adam Robinson
Post Production & VFX: Parliament
