Levi's and Monster Children Creative Highlight Big Love, Understanding and Optimism in Latest Campaign

An exploration of the importance of learning and respecting pronoun use forms the basis of a new campaign from Levi’s Australia New Zealand developed by Monster Children Creative.

Created as part of the launch of Levi’s new Pride collection, the films explores the changing cultural dialogue around pronouns. This year, 100% of net proceeds from the Pride collection will go to Outright International, a leading LGBTQIA+ human rights organisation.

Monster Children Creative developed the campaign in collaboration with director Cloudy Rhodes (They/Them) and the LGBTQIA+ community. The campaign features three young Australians, Bhenji, Freya and Leo, all of who share their lived experiences.

Director Cloudy Rhodes said of the campaign: “To be able to work with such inspiring queer voices was a privilege. It’s beautiful when we can come together and make something that feels important.”

Levi’s has also collaborated this year with Australia’s leading LGBTQIA+ community educator, Minus18 to develop a Gender Inclusive Language Guide. Using gender-inclusive language shows allyship to the LGBTQIA+ community, helping creating equality in workplaces, homes and communities.

Says Trent Bos, marketing director for Australian and New Zealand, Levi’s: “At Levi’s we believe that accelerating progress towards genuine equality is everyone’s responsibility. We’re proud to keep on learning, growing and endeavouring to make a positive impact wherever we can.”

View the 2 minute Director’s cut here: