Levi’s has created a map featuring the must-see locales of its home city, San Francisco. The brand, which last week (May 20) celebrated the 138th anniversary of the blue jeans—in 1873, Levi Strauss and tailor Jacob Davis got U.S. patent number 139,121 for the process of strengthening men’s work pants with copper rivets—and wanted to celebrate it by presenting the map with top destinations as tribute to the city where Strauss started the company 20 years before the big day.
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As part of its recently launched Film Workshop in Los Angeles, Levi’s teamed up with Juxtapoz Magazine to release an absolutely lovely April 2011 special issue dedicated to the current MOCA Art in the Streets exhibition running April 17—August 8 at The Geffen Contemporary. The brand also launched a series of 10 special truck jackets featuring works by celebrated contemporary artists, which works are exhibited at the display, with all the proceeds from the sale of the line to benefit MOCA and its community programs.
Last summer, Levi’s started its massive ‘Ready to Work’ campaign to celebrate labour and common people, and following the launch of this massive promotion, the brand kicked off two workshops, Print (San Francisco) and Photo (New York), which were open in August and October correspondingly, providing creative Americans with an opportunity to develop their new pieces under supervision of industry experts. With the winter break being over now, Levi’s is announcing a follow-up of the successful handicraft-themed series and is opening its new Film Workshop in LA on April 17 to be running through August 8.
Levi Strauss & Co. announced the expansion of its global Denizen™ from Levi’s® brand. Launched initially in Asia in 2010, it will be sold by retailers in the U.S. and Mexico starting this summer. In the U.S., Levi Strauss & Co. have partnered to offer Denizen exclusively at Target and Target.com beginning in July 2011.
TreeHugger, the leading media outlet dedicated to covering news on “the people, ideas, projects, and memes that are pushing green into the mainstream,” is presenting the winners of its third annual Best of Green Awards. The team behind the project looked though numerous examples of doing good to nature and selected over one hundred winners in eight major categories, who are being announced during this week (April 4—8). TreeHugger also invited audience to partake in determining their favourites—over 50 nominees got the second annual Best of Green 2011 Readers’ Choice Awards based on people’s choice.
The story of close relationship between brands and cinematography started nearly at the same time as the cinema itself was born—in the beginning of the movie era, the big companies promoted their products though short clips which were screened before movies. Now it’s not that easy to tell for sure for which product the pioneer ad was created, but according to a range of sources (IMDB is one of them), the first filmed advertising for a today’s global brand was shot for Dewar’s Scotch Whisky (1897). Today, connections between filmmaking industry and brands go beyond this simple presence and include a lot of examples such as much discussed product placement, festival sponsorship and opening cinema clubs, cinema-related advertising campaigns, collaboration with filmmakers on commercials, and creating movies under brands’ supervision.
Yesterday, March 22, the planet celebrated World Water Day, and it was a great opportunity for the jeans brand Levi’s to remind consumers about its commitment to save water and engage them in a new online activity, which raises awareness about the vital drinking water issues. The new interactive WaterTank game, launched on Facebook, encourages users to ‘unlock’ clean water by taking up various challenges ranging from tweeting to answering related questions. The key element of the interactive project is Levi’s Water<Less jeans, a collection of denim made by using less water during the finishing process, which was launched in January 2011 and is helping to save millions of liters of water.