Tahirah Writes

CELEBRATING festival season 

Summer 2014 Levi’s UK introduced their in-store Tailor Shop service, where new and old Levi’s products can be customized, personalized and repaired. To launch, Levi’s teamed up with AKQA to create a digital campaign that looked at the service through the lens of festival season.

We used Levi’s products to channel the spirit of festival season, personifying products and turning them into characters seen at music festivals. Our characters came to life with a photoshoot and we matched images with witty, fun copy reminiscent of festival moments to create super-shareable campaign assets.

Through this playful campaign we inspired festival-goers to express who they truly are when the party gets started.  Levi’s guided customers to share images from the gallery of personas on Levi.com to their own social channels.

My role: Campaign conception, tone of voice, copy across all assets, Levi.com and social channels, assisting my Art Director with the VC and photoshoot. 

Agency: AKQA

Copywriter: Tahirah Edwards Byfield
Art Director: Dinushi Perera
Creative Director: Jake Cooper
Producer: Lauren Harvard
Photographer: Pedro Aguiler
Post production: Dinushi Perera