MUMBAI, INDIA — Iconic denim and lifestyle Brand Levi’s recently launched its new seasonal campaign “For Now, For A Lifetime” that celebrated moments and experiences inspired by following one’s instincts. Levi’s extended this narrative by undertaking a unique on-ground experiential activation with its mannequins following their instincts around malls and in the hotspots across Mumbai, Delhi, and Bangalore.
In a one-of-a-kind move, the brand’s mannequins set off on their own impromptu adventures akin to the characters in the digital film. Right from playing video games to watching a movie, grabbing vada pao, or catching the sunset.
The activation was further amplified via a series of consumer engagement activities. These missing mannequins across popular public spots and malls in different cities created photo opportunities as passersby stopped to click pictures with these mannequins and posted the same on their social handles tagging the brand.
As the audience was kept engaged throughout this experiential activation, Levi’s managed to transform popular spots like Carter Road in Bandra and Connaught Place in New Delhi, across these key metros into ad spaces, as the brand also highlighted its latest product range in a unique way. Each mannequin wore an outfit from the brand’s latest collection showcasing its range of new denim fits, elevated t-shirts, shirts, and more.
Through this interactive and experiential activation that spanned offline and online channels, Levi’s invited everyone on a journey to live in the moment without hesitation and encouraged consumers to embrace uninhibited spontaneity.