Levi’s is launching its global “Reimagine” campaign featuring Beyoncé. To kick things off, the denim brand is projecting the pop icon’s silhouette onto the walls of buildings in major cities like New York, Paris, and Berlin.
A few days ago, just after dark, a woman wearing classic jeans, a leather belt with a chunky buckle, and a white T-shirt appeared on the streets of several major cities across America and Europe. While her face wasn’t visible, her silhouette was unmistakable: it was pop icon Beyoncé who is currently experimenting with the image of the American stereotype, dying her hair blonde, putting out new country tunes, and even launching her own brand of whisky.
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The collaboration with Levi’s fits Beyoncé’s current persona like a glove. Few clothing brands are as deeply woven into the fabric of American identity as Levi’s. Even so, the iconic brand saw the need to evolve. A challenge Beyoncé was eager to embrace, apparently not just because of the paycheck: “Denim on denim has often been seen through a male lens, so this reimagining campaign,
which celebrates the iconic female perspective, is important to me,” the artist shared.
The campaign, aptly named “Reimagine,” is so multi-layered that it completely intertwines with Beyoncé’s own artistic and commercial output. It also includes her new song “Levii’s Jeans,” featuring Post Malone, which is part of her latest album Cowboy Carter. This track plays in the background of the first ad for the campaign, which is a remake of the iconic 1985 “Launderette” commercial.
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For the Out-of-Home launch, Levi’s chose to project the campaign on the walls of buildings in cities like San Francisco, Houston, New York, Paris, London, and Berlin. The use of projections was a strategically clever decision for two reasons: first, they evoke an old-school charm that aligns with the Levi’s brand image. Second, they coincide with the arrival of the darker season in the northern hemisphere, making the projections pop out in the evening hours.
But this just the beginning. More short films and additional out-of-home campaigns are planned. Levi’s developed and produced the entire campaign in collaboration with TBWA\Chiat\Day LA.
