Hailey Baldwin and Jaden Smith Star in Levi's New Campaign Celebrating Youthful Optimism
on Levi.com, Jen Sey, Levi’s Chief Marketing Officer, explains the campaign’s new narrative. Young people everywhere, including Sey’s own son , are facing an uncertain time as the world begins to digest the lasting impact of the coronavirus pandemic. As a result, Levi’s is shifting the campaign’s message to one that embraces youthful optimism and the power of young people to endure and excel during times of hardships.
“Levi’s has always been a symbol of democratic inclusion and youth empowerment, the choice of those daring to push for a better tomorrow,” said Sey. “Make no mistake, young people are being hit hard during this crisis,” the post continued. “Beyond not getting to experience seminal milestones like graduations and proms, they are graduating into tremendous economic uncertainty, their planned futures unclear for now. They are living at home with their parents when most would be breaking out on their own. They are on pause for the immediate future with incredible challenges ahead.
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