Levi’s continually impresses as a brand that forgoes traditional advertising, to instead creates experiences that their audience wants to take part of.
Their latest tie-in with music is no different, and goes naturally with their Go Forth campaign. The Levi’s Pioneer Session posts two new songs per week, available as free downloads, through July 1st. Popular music groups like Passion Pit, James Mercer of The Shins (see above) and She and Him, are asked to cover songs that influenced their own musical journey. Each song is paired with exclusive photos, behind-the-scenes video and additional content that celebrates the enduring importance of the song and the influence it has across generations.
Head over to Levi’s Pioneer Session to check out all the content currently available.