Across generations, decades and communities, people wear Levi’s® jeans as a canvas for authentic self-expression. And the brand is defined by the stories people tell about them. The “Live In Levi’s®” platform is a celebration of all the ways that people wear Levi’s® and all the people that live their lives in Levi’s® around the world. They choose Levi’s® as a means of conveying their individuality. Yet at the same time, by wearing Levi’s® jeans, they are a part of something bigger.
When we come together, we dance in circles. We move as one, and celebrate the individual who takes the centre. Unity and individuality come alive. Let’s live how we dance. Let’s #LiveInLevis.
Since our inception in 1853, Levi's® has striven to champion equality, inclusiveness and progress. "Circles" focuses on storytelling and inclusiveness, highlighting the way people are connected across countries and cultures through music, dance and a spirit of optimism.
The Levi’s® brand values are rooted in courage and empathy and have been consistently demonstrated since Levi Strauss & Co. was founded in 1853. When Levi Strauss himself landed on the shores of California and donated his first profits to an orphanage, our culture of profits through principles was born. From there, we have been vocal supporters of equality and non-discrimination and pioneers of social justice, supporting the rights of immigrants, people of all colors, women and the LGBTQ community.
The Levi’s® Circles Ad features the song "Makeba" by Jain, which is a reference to Miriam Makeba, a well-known South African singer and songwriter during the 50s and 60s. Her mother used to play it at home, and she noticed how different the African beat and rhythm is to that of the Middle East and Europe. In the music video, it's smart editing and visual effects that bring simple ideas together to give the video the rhythm that perfectly taps into the African beat.