Levi’s challenged 160over90 to develop a community rooted campaign that celebrated Levi’s brand values and partnership with the newly crowned Premier League champions. The objective was to demonstrate purpose over profits uniting Liverpool FC, the fans and community at a time when they’d never felt so distanced due to COVID-19.
Inspired by Levi’s heritage in design and Liverpool’s rich culture, street artist Akse was recruited to celebrate the season in a way only Levi’s could. Andrew Robertson, Alex Oxlade-Chamberlain and Divock Origi inspired the design of three bespoke trucker jackets with content that discussed the season-defining moments and fashion sense of the squad (and Jurgen).
Akse used a combination of brushwork and spray paint to customise the three jackets. Each jacket also included a piece of net from the actual Kop end and were available to win via a prize draw. An exclusive t-shirt design was available to purchase in the Liverpool and London Levi’s store – with proceeds from both donated to local COVID-19 recovery initiatives.
The campaign raised £18k enabling a Community Pantry to be open in the city for a full year, supporting 100 vulnerable families every week in an area where 1 in 3 children live below the poverty line. Over 100 pieces of earned output across 11 global markets, including the US, Africa and the Middle East, were secured with a total media value of £159,000 (calculated via 160over90’s third party analytics partner). The hero video content generated 8.9 million views and 680,000 engagements.
