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Levi’s® created a line of jeans exclusively for Target, DENIZEN® from Levi's® and tossed us the keys to develop and launch the brand internationally.

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Launching the DENIZEN® brand meant capturing the bright, fresh optimism of the mom, her family and her community. We dove into market research and developed a plan to reach Mom where she spent her time.

To start, we built a new brand system and developed a complete library of photography and video assets for all marketing strategies. We shot warm, exuberant lifestyle imagery and paired it with bold and playful copy. The combination was a campaign that felt immediately approachable and optimistic to Mom.

A New York press event in the Levi’s® showroom kicked off the campaign launch, where more than 80 editors and bloggers from leading fashion publications were formally introduced to the line. A robust advertising campaign included billboards, theater, online and a Major League Baseball partnership. PR outreach generated coverage on the Today Show, People Magazine and hundreds of blogs. And a rich social media program garnered more than 66,000 fans in just a few months.

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