We invited totally different artists to perform at the event – electro-folk duet YUKO, electronic music producer Cape Cod, rock band O.Torvald and instrumental hip-hop The Cancel Band. The also became project brand ambassadors.
We released limited edition vinyls with artists' records and presented them as invitations to opinion leaders from music, media, advertisement, fashion and creative industries fields. Publications with Levi's present were seen by more than 500.000 social networks users.
Concert outfits for musicians were created together with Levi's. Everybody chose things to wear and customized them with the help of Levi's Tailor Shop master. Someone added his daughter's photo, another one added his vinyl cover, other musicians put band logo or text announcing new album.