Behind the 'Greatest Story Ever Worn'

Partnering with NERDS Collective, Luminance Insight helped Levi Strauss & Co to celebrate their 150th anniversary with a series of research projects aimed at understanding:

• The role and associations of denim today, and what these mean for a Gen Z audience

• Brand associations of Levi Strauss & Co and their competitors

• The cultural, sartorial and sonic landscape of London as a key city to launch activation events celebrating their 150th anniversary

• What heritage brands need to do to stay relevant and connected to this audience, beyond transactional approaches

 

The insights generated from these projects helped shine a light on the intercultural component of brand perception, which was unexpected for the brand. In particular, it was the stories of what denim - and specifically Levi's - had meant to Gen Z's older cousins, uncles, aunts and parents across cultures and times that laid the foundation for what was to be further developed into the 'Greatest Story Ever Worn' campaign, spanning social, out-of-home, print, events and digital activations.