The latest Levi’s campaign by King James RSVP is Levi’s Loves Local, a promotion to celebrate and show off South African street and urban culture to those were in South Africa around the time of the World Cup. This was their idea, “We conceptualised a clothing range which uses South African iconography to reflect the sheer awesomeness of our culture. A diverse team of local designers were briefed and the results show that Levi’s really does love all things about Mzansi. Levi’s loves Local.”
The designs were used across t-shirts, hoodies, belts, caps, shoes, underwear and jeans.
King James RSVP fills us in on the online activation part of the campaign, “Levi’s has long been a patron of youth culture in South Africa. We interviewed 5 South African youth culture icons – Inge Beckman, True Jones, Bianca, Liam Lynch and Samora – and asked them to list their favourite hangouts, which we then converted into maps that foreigners and locals can print out off the Levi’s South Africa Facebook page and follow. This provided a uniquely local experience of the major South African cities, and a refreshing, younger and edgier take on the usual tourist map.” See the Facebook page here.
Some more Levi’s Loves Local branding -