Levi’s / SOCIAL, DIGITAL, WEBSITE, PRINT, FILM, PHOTOGRAPHY, RETAIL, OOH
A campaign designed to encourage a generation of youth to vote for principles vs. voting for people.
Last year, only about 50% of Americans turned up to vote in the General Election. Many of them choosing to opt out because they could not align with a particular candidate or party. And with more polarizing political debates headed our way this year, Levi’s wanted to take advantage of a partnership with Rock the Vote and activate their audience to help increase voter turnout this year.
Our research showed that young people show no shortage of passion when it comes representing principles and issues they care about from equal rights to climate change. So, we harnessed that momentum and encouraged people not to just talk, post, tweet, argue, or rally about their opinions around the election and instead to #VoteAboutIt.
The heart of the campaign lives on social media, each post connecting over key issues like climate change and Covid safety, and providing tools to help people ensure they are prepared to vote – all driving to an online hub where more resources, educational tools and inspiration helped people keep momentum as they navigate the complex voting system.
We also provided helpful info in feed on Instagram that people could re-post in their stories to help combat voter suppression.
Digital media and in-store signage rounded out the campaign.
The art direction for the campaign was partially inspired by photojournalistic images from The Civil Rights Act of 1964 and the Voting Rights Act of 1965, and also sought to embody a positive, optimistic and youthful outlook on the act of voting and voter registration. Many images were intentionally captured to show the cast in action and to convey forward momentum.
Entirely shot and executed at a social distance during the COVID-19 pandemic by our internal team, we had to forgo hiring models and instead featured Levi's employees and friends who were cast strategically to be captured with roommates who they had already had contact with.
Our 360 campaign inspires and motivates people to tap into their inner fire and show up at the polls with it this year and provides actionable and sharable steps to help combat voter suppression – all bearing in mind state-specific nuances, and constant Covid-19 updates.