Levi’s / I Shape My World

Sparking a global conversation about gender labels.

For International Women’s Day, we helped Levi’s® push their I Shape My World program’s impact further by identifying a unifying global behavior to address:

Women’s achievements are almost always preceded by a gender descriptor.

A glaringly simple, undeniable, global truth. Our campaign gave women tools to talk about the importance of emphasizing their skills and talents, over their gender. The campaign was localized by 32 regional Levi's® markets, and drew over 50 million organic impressions.

We kicked things off by featuring four women from around the world who proudly share their accomplishments and their titles—free of gender labels. 

To ensure the campaign could be localized authentically across all global markets—each with unique cultural nuances and language around pronouns—we provided guidelines that showed how the global assets could be adapted to meet the needs of each market.

The U.S. team had a little extra fun and made two special films featuring the incredible ladies Myriah the Skater, as well as Computer Scientist and Poet, Joy.

Role: Creative Direction
Created in partnership with AKQA and Levi’s

US: Nina Meredith - Director, Shae Horton - PRODUCER @Svagelj - PRODUCTION SUP, @fish_vizion - DP, @mhartmh - AD, @melisse_riahi - GAFFER, @leopurman - GRIP, @lukerihl - STEADI, @thatonedudeq - AC, @joe_ashi - SECOND AC, @loren_hamilton - AC PICKUP, @revjuliaroth @sophhreshh - PROD DESIGNER / PROP MASTER, @ctmontt - ART ASST., @auroraillinois - STYLIST, @thekidmatt - EDIT, @rafaxsmolex - SOUND DESIGN, @ayumiashleycolor - COLOR, @florencewinterhill - PRE VIS, @drielycarter - PHOTOGRAPHY, @celinebot - PA, @greenpointpictures - PROD CO @trevorrichardking @mikewkuhn @tatianark @kberkwerk @lexyleeds, AGENCY @karasmarsh @jenhays @harlowharlow @oliviyuh @lanaolmer

Europe Director: @get_wasted, DOP: @olapankova, Photographer: @kogan_included assisted by @kharybin.an, Stylist: @svetlana_tanakina assisted by @dzhnnt, Muah: @muakatemur assisted by @czernuski, Set-designer: @masha_denisova/assisted by @dasha_d_a_b, 1st AC: @alexflok, Gaffer: @dobryj_da, Focus puller: @niksfoto, Edit: @___milikov, Sound: @soundsemenov & @_erethia & @aut_1, Production: @anastasia.milovanova @zhitnushkin @zharkovochka, Color correction @litvinovdimaa