Amid a global lockdown, while people are hoping to get back into the world, Levi’s aims to spread the message of joy and togetherness. They are nudging people to do so responsibly and carefully. Circles, a campaign by Levi’s celebrates human connections and in anticipation of the post-COVID-19 world. In the video campaign, with the visuals of people dancing at happy events, Levi tells the viewers, ‘One Day Soon We’ll Dance Together Again.’ The campaign is sharing a message about keeping faith, and hope. It reminiscing the fact that everybody is in this together fighting and will emerge to again experience life to its fullest.
The brand
asks people to celebrate human connections. People out there still stay
safe in order that they
will once more meet friends and
family, dance and hear music
together, go out to eat, watch a movie,
take a visit, and soak in other cultural
experiences. A life that comprises the small things
that bring joy and happiness which “One
Day Soon, we’ll All Dance Together Again.”
As people re-enter the
planet, to a replacement phase of
normal – it calls to rejoice within the world,
in one another. This is what they fought for.
This is what life is about.
Watching this ad now has new meaning for me. It reminds me not of our connection amidst division, but of what we are struggling to get back to. Let’s remember, we stayed home so that we could emerge again, not separate ourselves forever. We continue to stay at home so we can once again see friends and family; dance and enjoy music; worship and attend school; celebrate life,” said Jennifer Sey, Chief Marketing Officer, Levi Strauss & Co. The extended lockdown is expected to increase the downward pressure on consumer purchasing power and spend on discretionary items & planned purchases will continue to be low. Digital content consumption and e-commerce will benefit the most and see a permanent, upward shift in the baseline. Trust will be a top factor in consumer choice and brands that display hope, faith, authenticity, real expertise, unprejudiced patriotism, and social care will become stronger.
