Truly Deeply/Madly

This week in Los Ange­les, Levi’s is unveil­ing the lat­est install­ment of its Levi’s Work­shops.  Hav­ing already con­quered New York with their Photo Work­shop in Octo­ber last year, and more recently San Fran­cisco with its Print Work­shop, the brand is mov­ing to the home of movies, Los Ange­les, with a new Film Workshop.

The Film Work­shop will be a tem­po­rary venue, within the Gef­fen Con­tem­po­rary at MOCA, designed for col­lab­o­ra­tion and cre­ative pro­duc­tion in cel­e­bra­tion of film­mak­ing.  The site will allow mem­bers of the pub­lic to access and use pro­fes­sional resources such as edit­ing rooms, equip­ment and train­ing, free of charge.  In addi­tion, the Work­shop will allow indi­vid­u­als to engage in edu­ca­tional work­shops lead by var­i­ous pro­fes­sion­als and col­lab­o­ra­tors to learn about every­thing from the basics of shoot­ing to using the very lat­est dig­i­tal cam­era equipment.

Accom­pa­ny­ing the work­shops, will be an Art in the Streets exhi­bi­tion, which is the first major US museum sur­vey of graf­fiti and street art.  The exhi­bi­tion will fea­ture paint­ings, sculp­tures and inter­ac­tive instal­la­tions by 50 of the most dynamic artists.

LA’s Film Workshop :

San Francisco’s Print Workshop :

New York’s Photo Workshop :

The work­shops were orig­i­nally designed as part of the company’s Go Forth mar­ket­ing cam­paign, in the hopes of pay­ing homage to the prin­ci­ples of hard work and civic engage­ment.  As much as Levi’s should be con­grat­u­lated for its unique and engag­ing idea, they ought to also be con­grat­u­lated for their sub­tle brand­ing.   While many brands would have cho­sen to splash their brand mark through­out the project, Levi’s chose a qui­eter approach, which we feel is just as effec­tive.  By engag­ing with local com­mu­ni­ties and allow­ing peo­ple to expe­ri­ence rather than be told about the val­ues of the denim brand, Levi’s were hop­ing to local­ize the brand, and even­tu­ally change the per­cep­tions indi­vid­u­als, both within the orga­ni­za­tion and exter­nally, have around the brand.

If you want to engage your own brand-initiated pro­gram, or want to find a way to engage to change con­sumer per­cep­tions, why not give us a call.

Nikki Williams
Client Account Manager

For monthly updates of our think­ing, click here to receive our free Brand Newslet­ter.

Orig­i­nally spot­ted in Cool­Hunt­ing.

 

 

Tags: Art in the streets, Brand Agency, Brand Design, Brand Experience, Brand Strategy, Corporate Image, Geffen Contemporary, Go Forth, Graphic Design Melbourne, Interior Design, Levis, Los Angeles, Melbourne Brand Strategy, MOCA, new-york, Nikki Williams, San Francisco, Truly Deeply

This entry was posted on Wednesday, April 20th, 2011 at 7:00 am and is filed under Brand Design, Brand-Storytelling, Creative, Thinking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.