Levi's - Levi’s x Universal Monsters
Campaign Date: 2023
Amplify + Levi’s delight Sydney’s most stylish creatures of the night…
Challenge
The Levi’s x Universal Monsters collection takes customers on a journey through classic horror films, just in time for Halloween. Amplify was challenged with creating an unmissable, immersive youth culture event to launch the collection and strengthen relationships with key opinion leaders.
Insights + Strategy
Looking beyond the shock and horror of Universal’s Monsters, we see a common theme—a group of misunderstood outcasts looking for their place in the world.
Evoke this outcast mentality and align with our Gen Z audience who continue to rebel against what’s expected of them. In turn, tapping into Gen Z’s love of self-expression and originality synonymous with the Levi’s brand.
Solution
Levi’s x Universal Monsters Launch
It comes alive at night! Amplify and Levi’s hosted Sydney’s most stylish creatures of the night for a full moon rave in one of the city’s most haunted venues, Cell Block Theatre. The night featured DJ sets from local talent Mickey Kojak and Memphis LK.
In keeping with the glow in the dark design elements in the collection, the experience took place beneath an awe-inspiring, glowing full moon–creating an unexpected moment of wonder for guests.
Guests also got the chance to ‘Frankenstein’ their fit, with help from talented Australian clothing artist, Exxy. Signature Levi’s pieces from the Trucker Jacket to 501s were reimagined through a variety of stencilling techniques with bleach and spray paint as well as stylish distressing.
The space also featured a content creation opportunity inspired by the movie magic techniques of the early Universal Monsters films. Guests were able to choose between a stylised spotlight, dynamic lightning or the original painted backdrop of Dracula’s castle.
Results
153 media and influencer attendees
107 social shares
6.6M reach (social and media combined)
57 custom garments created
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
