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Levii's | Beyoncé

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.

The Beyhive was buzzing; with the world ready for something more, we gave it to them in the most iconic way we knew how.

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. 🐝

Then, we dropped the film (before the hive did it for us).

And released iconic campaign imagery that was seen ‘round the world.

 
@theharbinsisters “Laundry day will never not be iconic now… Thank you @Levi’s !!! Show us your best Levi’s laundry day fit! #LiveinLevis #Levispartner #levisjeans ♬ LEVII'S JEANS - Beyoncé & Post Malone
@brittanysky Who knew laundry day could be this iconic? @Levi’s,you did that. #liveinlevis #levispartner ♬ original sound - brittanysky

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.


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