Levi’s Roadwear: The Road Less Traveled
The 2011 Levi’s® Roadwear campaign is an interactive journey—in essence a road trip across America—of the band Mermonkey as the three band members make their way to a much anticipated gig. Candidly-shot videos, snapshots and stories are presented in a map/scrapbook format that overlaps their “road map” with high-resolution Levi’s product shots.
Developed by by BBH Asia Pacific, the website utilizes the band’s adventurous spirit as a tool to explore Levi’s products. Utilizing Google Maps technology, photos are scattered throughout the interface and toggling between “Terrain” view and “Denim” view allows you to see the dual-layered map: You can zoom in on Levi’s apparels “mapped” as the campaign journey and uncover stories explaining the product design.
Douglas Hamilton, copywriter from BBH, said:
“By navigating the rips and stains on the denim, you could unlock the stories that lie behind each and every mark. Traverse each of the ‘continents’ and you’ll piece together the story of an aspiring band and their ups and downs on the road to fame and fortune.”1
To top it off, there’s also an evolving love story between two of the band members; the full story will unfold over the coming months as different levels are gradually unlocked. But of course you have to come back to see what happens.
The overall execution, with its short films capturing spontaneous moments throughout the road trip, manage to convey the Levi’s brand, its grit and its spirit of youthful abandon. Through this campaign, denim indeed holds stories in every rip, stain and crease.
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1Contagious Magazine: Levi’s / Roadwear