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FCB West, MJZ Tell Levi’s Fans to Get Personal (But Not Boring)

The latest spot for Levi’s, created by FCB West/The House Worldwide and MJZ, imagines a personal relationship between each pair of denim pants and its owner.

Every pair tells a story, see…and all the jeans ask of you, consumer, is that you keep things interesting.

The pants-as-lifestyle-accessory theme marks a shift from the Wieden+Kennedy “Go Forth” campaign, which turned existential with the help of one Charles Bukowski.

You may recall that Levi’s announced an agency change back in February, and we can expect more in the vein of this spot to come. Yesterday Fast Company called the effort “more inclusive, and more mainstream”, and FCB CCO Eric Springer emphasized the break from the W+K aesthetic, saying:

“The first step was to get the brand voice back and make everyone know it’s their brand once again…It’s not a comeback tour. It’s a forever tour.”

The company’s own CMO emphasized the social components that will (hopefully) involve lots of people documenting the shared journey of themselves and their jeans.

Three words, then: User. Generated. Content.

AGENCY: FCB WEST/THE HOUSE WORLDWIDE

Eric Springer, Chief Creative Officer

Mike Bryce, Executive Creative Director

Julie Scelzo, SVP Group Creative Director

Adam Nowak, SVP Group Creative Director

Shelley Eisner, Senior Producer

Hilary Daly, Account Supervisor

Vicki McRae, SVP COO

Richard Pinder, Co-Founder and CEO

Rebecca Pollock, VP Account Director

Caitlin Russell, Assistant Account Executive

Matthew Willcox, EVP Global Planning Director

Ryan Riley, Sr. Account Planner

 

TV PRODUCTION :MJZ

Frederik Bond, Director

Roman Vasyanov, Director of Photography

Kate Leahy, MJZ EP

MJZ Line Producer – Line Postmyr

 

EDITORIAL: ROCK PAPER SCISSORS

Adam Petrofsky, Editor

CL WeaverRPS EP

Angela Dorian, RPS EP

Shada Shariatzadeh, RPS Producer

 

MUSIC: WALKER MUSIC

Sara Matarazzo & Abbey Hickman

 

GRAPHICS: MK12

Ben Radatz, Creative Director

Teddy Dibble, Producer

 

PRINT

Jason NocitoPhotographer

Heather HeroPrint Producer

Julie Scelzo, SVP Group Creative Director

 

OOH

Photographer, Jason Nocito

Print Producer, Heather Hero

Julie Scelzo, SVP Group Creative Director

Jacob Pepper, Art Director

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