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The levi’s music project.
The insight: In 2015 Levi’s held their long-standing values and place in music culture as cornerstones of their brand identity, but audience insight told us this wasn’t how we were being viewed externally.
This prompted a long-term strategic workflow to position values and music more clearly in the brand message.
The delivery: 14 free-access community music studios across EMEA launched alongside leading artists, championing the importance of safe, creative spaces for young people.
Short-form content and publisher partnerships tracked the journey to live events where artist and young musicians would show what they had worked on. A long-form documentary then told the retrospective story of the project.
All studios remained in place as community assets and hubs for user-generated content creation.
The results:
3-fold increase in consumer sentiment ‘aligns to my personal values’
>300m video views
Numerous awards in multiple EMEA markets
Cannes Lions 2020 shortlist
The insight: The UK market scored amongst the lowest in the perception of Gucci as a ‘heritage’ luxury brand. Something that was identified as a key builder of longer-term brand health post a creative director change.
The delivery: A 12-week run of the Gucci Cosmos exhibition at 180 Studios, London.
A fully immersive experience telling the story of the brands Italian heritage and the intrinsic role that London has played.
Live events in partnership with Dazed magazine unpackaged different topics that linked the exhibition and Gucci brand to cultural discourse.
A replica of the exhibition was built in the metaverse alongside a digital art project with Christies.
The results:
+197% increase in ‘Gucci London’ online search
>75k public admissions
9m organic content views
15 live events attended by over 2000 tastemakers.
gucci cosmos exhibition
LEVI’S X LIVERPOOL FOOTBALL CLUB
The insight: Levi’s wanted to access sports fan audiences in EMEA but did not want to sacrifice their brand positioning.
The delivery: One of the first partnerships positioned truly at the intersection of sport, music & fashion.
A 3-year official partnership as ‘community partner’ of Liverpool Football Club.
Seasonal fan product gave the accessible, more commercial entry point to the partnership.
A community music studio in partnership with Liverpool fan Loyle Carner and a project to perform with local young people at the Sound City festival .
To commemorate the 2019 Premier League title, 3 one-off Trucker Jackets were created by graffiti artist AKSE in collaboration with the players. The jackets went under a public raffle with proceeds going to local foodbanks to help with pressures of COVID-19.
The results:
3 capsule collections with >85% sell-through
>100m content views
4 new foodbanks established through jacket auction
ADIDAS X GUCCI LAUNCH
The insight: The adidas x Gucci collaboration was global in its scale and impact, but it was important that the launch was unique to each territory whilst still relating back to the bigger message.
The delivery: A carefully orchestrated pre-launch with tactical news leaks and VIP integration with the likes of Harry Styles show wardrobe started to create an online buzz for the collection.
Synchronized launch content drop between adidas and Gucci channels and an editorial exclusive with British Vogue.
A large-scale pop-up experience alongside extensive media campaign at Selfridges Oxford St complimented the existing brand distribution points.
A full-day takeover of Peckham Liberal club gave an unmistakably London feel to launch day, featuring talks from Tanya Compas and Ian Wright, bingo called by Harry Lambert and performances from Wet Leg and Nile Rogers
The results:
>£1m UK sales on launch day
public speaking
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Liquid is a group of people that build cultural currency and business impact for our partners.
We specialise in brand strategy, creative execution and brand investment