FKA Levi’s.
When Beyoncé dropped the “Cowboy Carter” track list, it had ‘Levii’s Jeans’ written all over it. So, naturally, we rebranded— opening a new chapter in our partnership.
CHAPTER 01:
Two icons meet in a Launderette.
In Chapter One, we put a new spin on an old 1985 classic: “Launderette,” reimagined with Beyoncé.
To pull it off, we started by unbuttoning our collab with a tease for the Beyhive. 🐝
Projection ads of our Launderette poster filled the skies all over the world.
Then, we dropped the film (before the hive did it for us).
And released iconic campaign imagery that was seen ‘round the world.
Levi's Reiimagined by Beyoncé captivated the world. It was impossible to ignore, leaving everyone wanting more…
CHAPTER 02:
On the heels of Beyoncé’s tour announcement, we gave the world what they’d been waiting for.
Victory isn’t won, it’s worn.
CHAPTER 03:
To be continued…
TBWA\CHIAT\DAY LA 2024-2025
ECD: Dez Marzette
Creative Directors: Mahaneela Chaudry, Maude Deitch, Lindsei Barros
Head of Social: Janni Widerholm
Art Directors: Rachel Findlay, Gaia Elise, Piper Alkonis
Copywriters: Jessica Nugent, Nat Dols, Eveyln Harper