Levi’s, The Official Denim Of Young Female Activists Everywhere

Shape What’s To Come, sponsored by Levi’s, is a new online community where young women share ideas and opinions and connect with peers on topics such as art, media, fashion, music and social change as well as discover and pursue their passions to help shape their futures.

“There’s a new spirit of action coming from twenty-something women. They’re changing the world with nothing but raw talent, game-changing ideas and the will to make a difference,” said Mary Alderete, Vice President of Levi’s Global Women’s Marketing.
BrandFreak’s David Kiefaber argues, “This is an impressive display of sucking up to a powerful consumer demographic, and an equally brazen, if indirect, display of the ‘buying stuff as activism’ ethic a lot of companies are using.”
Okay, and it’s also a genuine attempt to use content to connect with people around the issues that matter most to them. Does this demographic, or any demographic for that matter, just want the goods on the latest jeans? I don’t think so.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.