As the creative director responsible for leading Levi’s Dockers on a digital journey from a two page HTML brochure, I was keen to embrace the strategic insight, ‘how do you wear khaki’ and take the Levi's brand to a new level.

Igniting the client’s imagination and running to a two-year campaign that transformed the brand, the 'Levi's Style Awards' campaign focused on inviting stylists from around the globe to create unique bespoke styles using exclusive Levi’s Dockers clothing.

Credited with directing the visual positioning, styling and experience of the platform, the campaign resonated and connected with audiences across the social media landscape.

11 cities

Across the globe we secured stylists and photographers to create unique Levis styles. From the quiet streets of Barcelona to the hectic Shibuya Crossing in Tokyo, the stylists inspired and surprised with a collection of images capturing the essence of individuality.

The campaign generated a wealth of 400+ photographs from stylists in 11 cities, a peak in social interactions via the platform and a campaign the went on to push the Dockers brand across digital. 

The question was khaki

The Levi's Style Awards was born out of the key strategic insight, 'How do you wear khaki?'

This simple yet contagious question ignited a creative campaign that was simple to execute due to the energy of the strategic proposition. From Duke's design team through to the heads of Levi's in Brussels, the campaign worked seamlessly across all digital touch-points.

styling, styling & styling

The assets, a series of over 400+ photographs and unique styles, continued to resonate long after the campaign finished. The styles and images permeated through the various developments of the Levi's Dockers platform and gave insights into user behaviour that led to further campaign successes.

Role: Creative Director & Art Director
Client: Levi's EMEA
Agency: Duke Interactive

Kevin Harris - Strategy & Planning Director
Bec Brodie - Art Director & visual styling
Violette Castagné - Account Director