Levi’s jeans took an innovative approach to finding models for its latest campaign. The clothing company sent talent scouts to extreme sports festivals Crankworx and Wakestock in August to check out how well the ubiquitous denim was molding to young buttocks and thighs with an eye to finding some new models. Participants were invited to be in a photo shoot to create mock ads.
The mock ads were posted at Crankworx and Wakestock as well as on levi.com/Canada. Festival attendees and site visitors voted for their faves with Penticton, B.C.’s Austin Ross and Toronto’s Kelly Given coming out on top. Next the two were shot for real ads that will appear in Exclaim! Magazine – Ross in the October issue and Given in November. The GEM Group was behind the initiative. GEM is a marketing communications agency specializing in sports and entertainment marketing.
