Using music, fashion and football to promote the latest collaboration range between Levi’s and Liverpool FC.
With Liverpool FC being famous for Jürgen Klopp’s famous ‘heavy metal football’, and Levi’s strong connections within the music industry; both clients wanted to superseed the first seasons collaboration range with a music focused fashion campaign.
Featuring four selected Liverpool football players with musical ability, a distinct fly-poster campaign was developed; produced in a low-fi style, the campaign focused around highlighting the teams recent on-the-field success, while promoting the latest collaboration range.
The campaign focused pairing a layering format with a bold, simple graphic approach which referenced key moments within the clubs European triumph.
The music industry reference was dialled up throughout the campaign touchpoints, such as ticketted invites, VIP wrist bands and gig format posters.