This co-branded campaign for The Logo Network and Levi’s connected broadcast and web-based narratives, as told by people dropping their inhibitions… and their pants.

Objective

Promote a night of Levi’s sponsored content on the Logo Network, the leading progressive media channel for the gay community.

Solution

Turn real people into models. That is to say, find beauty in reality. We found people who naturally embody the Levis/Logo brand portraits, and asked them to take off everything but their jeans. Then we probed them for their deepest, darkest secrets to find beauty in their imperfections.

Results

We created a shared world for these two brands, and then seductively drew people into it. Our tease drew over 2,000,000 impressions at logoonline.com and was a first-of-it’s kind campaign for Levi’s and Logo.