agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles
From miners, cowboys and farmers to artists, hipsters and moms, Levi’s has done a pretty good job covering America in denim. That said, sports fans were left out in the cold. Well, not literally since they were already fans of the product. However, Levi’s saw an opportunity to connect on an even deeper level with this passionate group, so they teamed up with the NFL to create a line of team-branded lifestyle gear. Centered around the hashtag #SHOWUP, this campaign provided great incentive for fans to class up their next tailgate by leaving their ill-fitting team jerseys at home.