Levi’s pushes menswear in newly launched ‘Live in Music’ campaign via Monster Children Creative

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Levis_ANZ_1080x1080.jpgLevi’s Australia and New Zealand has this week embarked on its first major piece of menswear brand advertising in seven years, with a new campaign titled ‘Live in Music’ via Sydney based agency Monster Children Creative.

The campaign reflects the global ‘Live in Levis’ initiative and showcases the brand’s long time commitment and connection to music.  The campaign was filmed in Sydney, Melbourne and Auckland and features 12 real figures from the Australia and New Zealand music industry –  including lead singer Steve Smythe, FBi radio presenter Marty Doyle, sound engineer Gareth Stuckey, photographer Maclay Heriot and creative director Timothy Lovett.

Levis_LandscapePoster_SteveSmyth.jpgThe campaign will run nationally across OOH, street posters, magazines and digital – and includes a hero film and 12 short films on each of the personalities, all paying tribute to the music community and the great work that goes on behind the scenes in bringing a live show, album or tour to life.  

Says Nicky Rowsell, marketing manager, Levi’s Australia: “Levi’s is a denim and lifestyle Levis_Campaign_StreetPoster_MartyDoyle.jpgbrand that has been worn by musicians, artists and creatives for generations.  It made perfect sense for us to stay true to our brand heritage and create a campaign using real talent stemming from all aspects of the music industry who authentically wear our product in their every-day lives.”

MC Creative’s Chris Searl directed the films and photographed the campaign. 

Says Searl: “We’ve worked with Levi’s both in Australia and the USA on a number of different projects now, but creating Live in Music was particularly satisfying for us. The industry talent featured in the campaign are all people we know and respect, and it was great to bring them together with Levi’s to celebrate the brand in a really genuine and authentic way.

“Working with such an impressive pool of creative talent enabled us to create a suite of really engaging content and motion assets to roll out through Levi’s platforms and media.”

Live in Music is live this week – www.liveinmusic.com.au.

Levi’s Australia

Marketing Manager – Levi’s Australia: Nicky Rowsell

Trade Marketing: Luke Alebakis

Agency & Production: Monster Children Creative

Director: Chris Searl

Producer: Sally Quade

Art Director: Jason Domancie

Digital Director: Jamil Hassan

DOP: Tim Tregoning

1st A/C: Paul Shakeshaft

Audio Recordist – Melb: Manel Lopez

Audio Recordist – Syd: Mitch Lewis

Audio Recordist – Auckland: Ant Nevin

Account Manager: Dale Robinson

Production Assistant: Georgia Creer

Editor: Simon Njoo

Assistant Editor: Trent Mitchell

Grade: Christine Trodd

Online: Matt Fezz

Music Mix & Master: Paul Bianco