This limited edition print zine is published to mark Levi's 501 Day in the UK. It will be free to visitors to Levis flagship store in Regent Street, London on Levi's 50l day 2022, making it a highly collectable item for denim heads.

The zine is part of a broader marketing campaign to mark the day with outdoor advertising and social media campaigns, each utilising identifying features such as colour, type, and imagery. 

The campaign's concept is to create a visual language for Levi's 501 Day through the mood and associations of music and summer. The campaign's setting in a Californian college town at the start of summer links to the date of Levi's 501 Day 2022 (May 20). It communicates a feeling of a hazy, slightly woozy idea of summer and presents Levi's brand through an evocative yet slightly wistful song by American proto-punk songwriter Jonathan Richman; using the lyrics to the track That Summer Feeling, the images match the sentiment and mood of the Richman's track and places the brand in a milieu where it feels naturally present. The image captions provide an accompanying narrative to connect the meaning of the lyrics to the images that guide the viewer through this world.

The visual identity links into the current zeitgeist of taking different aspects of popular culture from various periods to create an individual style; it evokes the excitement of summer vacations and festival culture and cannot be pinned to a specific time.

An Americana visual and sound aesthetic is further developed with the song's usage for digital campaigns.

The design provides a vision of summer, which might link to one's memory, imagination, and summer expectations.


Specification

PANTONE
Yellow 0131 U
2708 U
239 U
2738 U

A5
16pp
Paper stock: 
G . F Smith Naturalis
135gsm Matt Absolute White
Stitched and trimmed
Print run 1000 copies