To revitalize the brand among 15-24 year olds. This is done through unconventional, modern and creative communication. In the three major cities in Sweden; Stockholm, Gothenburg and Malmo, the regular cinema campaign was launched with an event during the campaign’s first weekend. At prime time, the 1minute Levi’s spot along with the 3 minute “making of the film” was shown, backed by the performance of top Swedish dancers dressed in Levi’s Engineered Jeans. The overall effect was to reinforce the feeling of “Freedom to Move”. The media team saw cinema as having great potential to strengthen the creative idea, Freedom to move. The team came up with the event idea to enhance the concept one step further with the target group. The creative vision was to take the consumer to a place of ultimate freedom, a physical and emotional journey. The goal was to convey coolness through communication innovation. This was successfully done through the cinema event.Using an event to strengthen a traditional cinema spot is unconventional and unexpected by the target group. The campaign consisting of the 2 films (together 4 minutes long) along with the event created 100% audience attention, maximum impact and enhanced the feeling of Freedom to move.

The media team saw cinema as having great potential to strengthen the creative idea, Freedom to move. The team came up with the event idea to enhance the concept one step further with the target group.