Levi’s: Here & Now
WINNER OF BEST LIFESTYLE PARTNERSHIP, WORLD MEDIA AWARDS
AND BEST PARTNERSHIP, INTERNATIONAL CONTENT MARKETING ASSOCIATION AWARDS
“It’s great to hear I’m not alone in this coming age, that there is a sense of new masculinity that is not afraid to be fragile, that can give as well as take, and reshape the world into something beautiful without using force to destroy.”
— The Challenge —
The definition of what it means to be a man is changing. To launch their Performance Denim collection Levi’s partnered with premium counter-culture platform Huck to create 'Here & Now', an editorial partnership exploring how men are reimagining outdated expectations of status, identity and performance.
— TCO Solution —
The content follows young creatives in the UK, Russia and Germany as they pursue new paths unburdened by inherited values.
There’s London-based photographer Owen Harvey, who spent years shooting projects without recognising his core subject – until a fellow photographer pointed out that his images all centred on how men represent themselves.
Musician Tofel Santana remembers how arriving in Germany as an 11-year-old from his native Dominica led to a crisis of identity. It was only through music and performance, Tofel explains, that he learned to discover who he really is.
Meanwhile, Kirill Grigorev – born and raised in a town northwest of Moscow – has been pushing aesthetic boundaries from the moment he began using his work as a tool for self-discovery.
— AT A GLANCE —
European Huck partnership over 2 months
4 premium Huck films, 3 editorial features, 16 social activations
9 Markets including France, UK, Germany, Russia - including local language
32 Million Impressions
8.6 Million Video Views, 146% over target, with 2.1M viewers watching 100% of the films.
4 original Huck films, articles and social activations.
180k article reads, 78% over target, with a 2 minute average dwell time
Managed seeding through local media partners in France and Germany
6% brand uplift
“What the team at TCO have been able to achieve through ‘Here and Now’ is a great blend of credible and considered insight, excellent creative execution and the expertise to be able to amplify at scale, something that is a lot harder to find than you’d think.”
RHODRI EVANS, BRAND ENGAGEMENT LEAD, LEVI’S
— Beneath the Surface —
OWEN HARVEY
The photographer documenting a new era of masculinity
Whether on the street or in the locker rooms, Owen Harvey has focused his camera on men for whom appearances mean much more than just fashion. Without realising it, he’s developed a body of work that reflects the changing face of masculinity – redefining himself along the way.
— Cultural Chameleon —
TOFEL SANTANA
From ultimate outsider to underground force:
A hip-hop artist’s journey of self-discovery
Tofel Santana learned to adapt as a way of life. Uprooted from his family at an early age, his only constant has been the power of performance: a dancer who can rap, sing and dare to be different. At 27, he’s still shrugging off what society thinks he should be – determined to define himself as he sees fit..
— Portrait of an Artist —
KIRILL GRIG
In Russia, a new generation is emerging:
One where individuality trumps tradition.
Kirill Grig doesn’t fit the traditional Soviet identity. In a country once defined by rigid norms, the artist has been pushing boundaries ever since he began using creativity as a means of self-discovery. The result is a fluid sense of self with no fear for the future.
“Levi’s is a brand with a storied masculine history – a brand associated with working men, but also with being an integral part of culture across a diverse range of movements over the years. We worked with them to create films and stories that follow a selection of men as they pursue new paths and challenge outdated expectations.”
HELEN JOB, HEAD OF INSIGHT, TCO LONDON
