Workwear

Brief

Evolve the legacy of Levi’s Workwear, leading with storytelling, and supporting with strong product education and understanding.  While entertainment and engagement remained a priority, the key question Levi’s posed to Monster Children Creative was: Are we able to positively impact the community around us by leaning into our values?

The Work

The Levi’s ‘Work Means More’ campaign featured a diverse group of tradespeople from different backgrounds and skill sets coming together to affect real change in a local community that had been hard hit by natural disasters. Through the perspective of these tradespeople, along with a group of volunteers and community members, we were able to unearth why work means more and celebrate the truly unique and resilient ways of those most affected by natural disasters.