Worn-in look: Levi’s asks the world how they wear their jeans

Accompanying the campaign is an online experience that includes a microsite and shoppable video with beautiful people across the globe sharing their Levi’s stories.

At the Live in Levi’s microsite, users can launch the experience to see brand advocates from cities such as London, New York and Tokyo share their tales of how they live in their favourite worn-out Levi’s, discussing their passions and what drives them forward in life. The video is shoppable, enabling viewers to click any time to buy a Levi’s item featured on-screen. 

Alongside the video, the #LiveInLevis hashtag invites fans to add to the Levi’s story with their own images and videos of them in their favourite pair of jeans. The campaign effectively combines storytelling with multimedia and shoppable content to create an immersive brand experience that ensures viewers are exploring the content for much longer than normal, with an easy path to purchase.

For more on the power of clickable online videos, read our interview with James Callanan from interactive video platform WireWax.