Levi’s — Live in Levi’s, French launch
My role
Music partnership strategy, negotiation, content, PR and activation
The context
Supporting the French launch of a global campaign celebrating people who do things their own way. It needed credible French cultural roots, built with the right cultural players.
What I did
- Designed a music partnership strategy to reach a young, culturally engaged audience
- Negotiated and managed the agreements: festivals, labels, artists
- Developed the French content of the project
- Press trip, PR and influencer coordination, event and retail activation
What came of it
- +150K social impressions through content shared by the artists
- Press coverage across fashion, music and culture
- Activation seen as authentic and aligned with the brand's cultural values