Your voice. Your way.
Agency: Guardian News & Media with OMD
To build on the ethos of the Levi's Music Project and continue fostering an authentic connection with young future talent, we assembled eight young creatives with no previous newspaper experience and mentored them to produce a brand new zine from scratch to launch in the Saturday Guardian - all against a backdrop of entering one of the most extraordinary times in living memory: Covid-19. We transformed consideration for the brand and cemented perception of Levi's as a socially responsible brand.