Take a moment: Levi's slows down for new campaign

Levi’s has collaborated with San Francisco-based magazine The Thing Quarterly for Moment to Moment, a multi-disciplinary arts project for which the denim brand placed advertising spreads, curated visual artists’ work and hosted live creative events – all in the name of slowing down.

‘It’s a magazine you can move through digitally,’ says Joshua Katz, global marketing director for Levi’s. ‘The project is inspired by the 1960s visual artist Dan Graham and his interventions using contemporary magazines to expose people to new artworks,’ says Katz. He adds that Levi’s has updated this idea with the notion that people can experience the pages of a newspaper via print media ads, animated GIFs, outdoor media and online apps or videos. ‘The campaign plays with the notion of time spent to appreciate something meaningful,’ says Katz.

The Moment to Moment project features 20 artistic collaborators and can be found throughout August on the website GoodThingsTakeTime in a broadsheet newspaper distributed in London, New York, Tokyo, Los Angeles and San Francisco.

LS:N Global has noted how consumers are moving towards a slower pace for consuming media. For more, read our Slocial Media microtrend.