Levi's is sticking with its "Go Forth" campaign, and it decided to add a wrinkle to it. The jean brand teamed up with hitRECord, an initiative founded by Joseph Gordon-Levitt that has a goal to raise the profiles of those who create short films, animations, songs, and more.
Their first collaboration is Levi's "Outsiders" campaign.
The campaign is focused on forcing the consumer to face those who look different than we do, sound different than we do, and act different than we do. Sometimes those Outsiders have happy endings. We can think of "The Ugly Duckling" as an example of an outcast who ends up in a pretty nice position.
But what about the not-so-happy endings?
Our society loves stories that end well. But we must face the fact that some stories do not. Some outsiders never get to have their dreams fulfilled.
This is the theme that Levi's and hitRECord explores with their first short film, "Mademoiselle Noir".
The music, done by Krr of the US and lyrics by Ppeppina, is absolutely captivating.
See the story below.
The story is simple and complex at the same time. How many times have we seen outsiders in our society go to their ends prematurely? How many times do we curse those we do not understand? Levi's Outsiders campaign looks like they will examine those questions.
And if their examinations are as good as lady Noir, we look forward to the rest.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
Levi's is sticking with its "Go Forth" campaign, and it decided to add a wrinkle to it. The jean brand teamed up with 
