TitleChange It Up
Campaign Change It Up
Advertiser Levi Strauss & Co.
Brand Levi's
Date of First Broadcast/Publication
Business Sector Apparel & Accessories Stores
Story Heat has been selected as the agency of record for the Denizen from Levi’s brand, and to celebrate the partnership the agency has launched the brand’s first-ever global campaign. The campaign, ‘Change It Up,’ was created to elevate the Denizen brand’s visibility with its primary audience worldwide. To do this, Heat tapped into the themes of optimism and connection, two values that Denizen found resonate with their primary buyers. The campaign is designed to help the challenger brand from Levi Strauss & Co. stand out in the fashion and apparel category. Instead of employing traditional, linear storytelling, Heat wrote the launch film to play out in reverse. As it opens, we see a diner with a party in full swing – complete with confetti cannons and dancing millennials in denim – before going back in time to reveal that it was the simple decision of one couple to ‘change it up’ that took the diner from sleepy to party
Media Type Digital

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