AGENCY: Momentum Worldwide
CLIENT: Levi's
YEAR: 2010
ROLE: Art Director, Copywriter, Strategist

The Levi’s Castro store isn’t having the success we hoped for – any ideas on how we can make it work?

 

The Castro is a unique and vibrant space, buried in history and culture – brands that lever their way into that space aren’t going to succeed without proper consideration for their audience.

 

Levis is lucky enough to have been a part of this community for a long time. It was a bold and obvious supporter of equal rights during Milk’s campaign in the 70’s and thus has equity in what it says to the individuals of The Castro.

 

Our proposal was to reignite the flame in the heart of The Castro. To remind the individuals that the ground they live on is a symbol of opportunity to thousands of people around the world. Remember your roots, and stand up as an individual to become part of something far bigger than yourself.

 

In this Me | We campaign, Levis would be a voice for the community with the funding of a multi-national brand and the opinions of the people of The Castro, in the form of a radio station. The station would host political talks, local musical and creative talent, it would act as a hub for the community, a pedestal for the people.

 

Starting with guerilla postings and physical radios being posted around the neighborhood, the campaign would launch with a political rally style announcement of the new platform for The Castro, and live on with the studio based in the Levis store itself.

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