Levi’s brand is on the hunt for a few good faces to star in its spring 2007 advertising campaign, and is hitting college campuses as part of a nationwide search.
Under the Levi’s Style Search, real-life college students can vie for their chance at stardom for the brand. College students can enter the contest online, which launched today, by uploading their photos to StyleSearch.Levi.com. Levi’s will pick two winners to go to New York for a photo shoot.
In addition to the online contest, Levi’s will visit four college campuses through October to select one man and one woman from each school to also be in the New York photo shoot. Tour stops include the University of Tennessee, George Washington University, Brown University and the University of California. Ads featuring the 10 winning contestants will appear in spring 2007.
Levi Strauss will also open temporary “pop up” shops on or near those campuses in Knoxville, TN, Washington, DC, Providence, RI, and Santa Barbara, CA. The shops will feature fall jeans, including Levi’s Skinny Straight and the Capital E premium line. There, students can enter the contest and shop for a fall wardrobe.
Levi’s joins the roster of other brands, including McDonald’s, Mudd Jeans and Dove, which have used real-life consumers in promotional or advertising campaigns. The jean-maker has featured real people in its ad campaigns in the past. In 2004, the brand kicked off a print campaign entitled A Style For Every Story, which features real people and celebrates the personal connection they have with Levi’s jeans.
The contest runs through Oct. 20. Online materials, print ads in college newspapers, radio spots on college radio stations and street team efforts support. The Haley Miranda Group, Culver City, CA, handles.