Millennials are ready to change the world "This is a pair of Levi's"

"This is a pair of Levi's", the new global brand campaign, shows a group of young workers willing to change the world. These representatives of the millennial generation put the jeans and get ready for work, showing an attitude of "belligerent optimism" during the process. Judged by their ability to sway our emotions, it must be said, the video works.

Levi's comes the fall season with the launch of a new global campaign called "This is pair of Levi's", a continuation of his previous "Go Forth", created in 2009 by Wieden + Kennedy, the agency that prepared the new commercial. In addition to this reminiscence close, with the new video, the brand seems to take its origins. The legend "This is a pair of Levi's" appeared on the label of the pocket of the original models, and somehow the notice is aimed at people working, but it is not the same workers who were understood to be target for decades (mostly workers) but a group of people with creative jobs, characteristic of a style of life we all identify with.

Tyler Whisnand, creative director of the agency, described the campaign:

The idea began with the fact that Levi's was creating a global collection of clothing, the first of the brand. Our strategy was to start from Levi's as an element that prepares people for entry into new territories, so that we exploit the belligerent spirit and optimism of the young leaders of today. It is not necessarily leading position of a president or prime minister, but of leaders who dress purposeful and face the challenges of the day with vigor and energy of our time.

The casting process for the campaign was also different from the past. Instead of interviewing a set of models, called via social networks fans of the brand, people usually use cool Levi's. They were asked in Instagram will post photos of themselves wearing Levi's, under the hashtag # IAMLEVI'S. Thus, the people we see in the commercial (at least supposedly) is more "real."

Many decades ago that Levi's were no longer identified with the working class, but it is interesting that this new campaign put weight on the work, other work, one more related to the career aspirations of the millennials, but work nonetheless. Moreover, the video touches on the text, because images are effective and the people we see in them is pretty. And the idea of ​​"changing the world", like it or not, is able to shake off when posed with cunning.