Levi‘S®, in collaboration with the iconic global artist Beyoncé, has presented Refrigeratorthe third chapter of the Reiimagine campaign. In this new audiovisual piece and in the images that accompany her, Levi‘S® continues to highlight its legacy as a source of inspiration for reinvention.
It is a campaign that seeks reinterpret brand classicsin this case, they recreated a 1988 ad, which was starring a man.
The new version was Melina Matsoukaswho is recognized film director and video clips who has worked with artists such as Ludacris, Eve, Snoop Dog, Jenifer Lopez, Kyle Minogue and Beyoncé herself, among others.
In cinema and television he has worked by directing projects such as Master of None (2017), Insecure (2016-2017) and the film Queen & Slim (2019).
In addition, the Levi´s video has a special appearance of the Country singer Willie Jones, Who, in fact, collaborates with Beyoncé in the song Just for fun of the Cowboy Carter album.
“Levi‘S® is not just a brand with legacy, it is a brand with an incredible legacy that has been constantly in the center of culture, ”said Kenny Mitchell, global marketing director of Marketing Levi‘S® in Levi Strauss & Co. “With Reiimagine and our collaboration with Beyoncé, one of the most influential artists of our time, we are building on decades of classical iconography of Levi‘S® and celebrating what it means leading with intention and confidence. ”
https://www.youtube.com/watch?v=Cajcypvwzoq
“Levi‘S® is not just a brand with legacy, it is a brand with an incredible legacy that has been constantly in the center of culture, ”said Kenny Mitchell, global marketing director of Marketing Levi‘S® in Levi Strauss & Co. “With Reiimagine and our collaboration with Beyoncé, one of the most influential artists of our time, we are building on decades of classical iconography of Levi‘S® and celebrating what it means leading with intention and confidence. ”
In the video, the singer plays a waitress who is completely dressed in Levi´sy Willie is a cafeteria client. There, Beyoncé puts on a shirt that keeps in the refrigerator. In the original announcement, the model puts refrigerated pants, raising everyone’s passions in the place.
https://www.youtube.com/watch?v=uke7mgz-0_4
The announcement was made the creative director of The brandTbwa/chait/day laand the photograph was directed by the winner of an Emmy, Marcell Rév.
The global campaign It was launched in September 2024, And without a doubt, choose Beyoncé for the third installment speaks of the intention of the brand of Create culture Around her, because everything she touches, turns it into gold.
*Images: courtesy
