Levi’s Human Kind SS22, Connector
For the second season in a row, we collaborated with Levi’s to create a virtual launch for the SS22 Human Kind collection. The purpose of the Connector experience was to engage wholesale and retail buyers, strategic account holders and distributors in the new collection and drive sales. We also took the opportunity to engage Levi’s employees across Europe, building energy and excitement in the new collection.
We used our Connector platform to create a linear experience that introduced the new Levi’s ad campaign, then built on the key messages to introduce the new collection using interactivity and personalisation – two proven methods of building engagement.
The experience included an interactive catwalk-inspired film that we shot on location in Marseille. The film enabled participants to view and then select their favourite looks to compile a personalised look-book of the new collection, which could be downloaded and used for future coms between the brand and buyer.
This pan-European launch also featured messages from senior brand leaders and the whole aesthetic of the experience designed to support the new ad campaign.
To further support the extensive charity work done by Levi’s, each participant was able to finish their experience by selecting one of three organisations to receive a donation from the brand on their behalf, raising almost $7,000 on the day of the launch.