Client — Levi's
Agency — AKQA San Francisco
Role — Senior Copywriter
Levi's marked 150 years of tradition by retracing the founder's original trail, journeying from East to West. Over three weeks, a 13-car vintage train travelled from New York City to San Francisco, making nine stops along the way. Our role was to engage the community and bring them along for the ride. We introduced Levi's Tools — vintage art objects reimagined for today's world. Custom RFID bracelets enabled artists to upload their creativity directly to social media, allowing fans to engage in real-time.
“Levi's shows technology is the new Wild West.”
— New York Times
A 1939 Bolex, 1939 Graphlex, 1956 Gibson, and a 1901 Underwood — re-tooled for the digital age
Musicians including Cat Power, Jackson Browne and Beck performed on the train
Works by artists Doug Aitken, Urs Fischer, and Kenneth Anger
RFID bracelets connected artists to Instagram, SoundCloud and Twitter in real-time
Cannes Lions — Silver, Bronze
Clio Awards — Bronze
One Show — Bronze