Levi's · Global · 2026Social · OOH · PR Stunts
Unsponsored.
Levi's turned its covered stadium logo into a recognisable symbol that spread through social media, shops and merchandise.
- Brand
- Levi's
- Agency
- BETC
- Market
- Global
- Region
- Global
- Year
- 2026
Campaign images
The challenge
World Cup sponsorship rules required Levi's branding at its stadium to be covered. The challenge was to make that enforced absence work for the brand.
The idea
A white cover still revealed the logo's distinctive outline. BETC and AKQA extended that visual joke through a social film, profile images, covered shop signs and products.
Results
- AKQA reports 2.1 billion impressions and 364 million views for the campaign.
Case study source: London International Awards (LIA) Source ↗
Awards
Credits
- Client
- Levi Strauss & Company
- Creative agencies
- BETC Paris · AKQA
- Chief Creative Officer, BETC
- Stéphane Xiberras
- Creative Director, BETC
- Matthieu Bouilhot
- Group Creative Director, AKQA
- E.B. Davis III
- Production
- Francine Framboise
- Director
- Didier Burnichon
