Levi’s approached Sub Rosa with the task of creating a platform to sit within the ‘Go Forth’ campaign, with the objective of connecting to and engaging with the audience in a new and unique way, and bridging the gap between consumers and corporations.
Levi’s tradition and heritage has been about creating products that meet the needs of the pioneers of America. For this assignment, Sub Rosa focused the strategic positioning on modern day pioneers and particularly the creative class, in order to develop a platform-based program.
Levi’s Workshops was designed as a series of craft-based community spaces built to encourage creation, inspiration and collaboration. The first expression of the platform was a print shop located in San Francisco’s Mission District. The activation ran for 60 days and included working with collaborators, celebrities and local organizations to create new and engaging design projects that helped bring messages of their pioneering spirit to life.
The program has been touted as a powerful new type of campaign that considers digital and experiential work collectively, and bridges the gap between consumers and corporations. Levi’s Workshops represents one of the most integrated programs in the brand’s history – having taken into consideration the objectives of marketing, retail, design, digital, corporate social responsibility, and the brand ethos.
Following the success of the Levi’s Print Shop in San Francisco, Sub Rosa launched the Levi’s Photo Workshop in the heart of Manhattan. During our time in New York we worked with iconic collaborators such as April Bloomfield (The Breslin, The John Dory), Michael Stipe, Taschen, SPIN and Vice Magazines, HBO’s cast and crew of “Eastbound and Down”, and many more.
In 2011, Levi’s brought the Workshops series to Los Angeles for four months of film education, support and programming. Located in L.A.’s Museum of Contemporary Art (MOCA) the Workshop held weekly classes, offered a full range of equipment rentals and workstations (stop motion, green screen, editing, etc.), and produced content that garnered more than 500 million media and consumer impressions. The program collaborated with iconic filmmakers and artists, giving workshop attendees a unique opportunity to work with industry professionals. In keeping with the Levi’s Workshops ethos of grassroots community support, all proceeds from this experience were contributed to L.A.’s Echo Park Film Center.
Workshops proved a runaway success for Levi’s, ultimately leading to executions across the globe and resulting in: