Experiential Activation Over $1 Million
Levi’s 501 Experience
Brand: Levi Strauss & Co.
Agency: Anthemic Agency
Levi’s iconic 501 jeans turned 150 years old in 2023, and the celebration needed to be big. In tribute to the brand’s presence in San Francisco, the Armory building in the Mission District was chosen for the location. Next came the event: a nine-day activation featuring a historical exhibit and the ability to make a custom pair of jeans onsite. Music was provided by stars like Anderson .Paak (DJ Pee .Wee), Tune-Yards, mxmtoon, Toro y Moi and Tommy Guerrero, while partnerships with local businesses and engagement sessions offered community engagement. Denim workshops, opportunities to buy curated vintage Levi’s, and exclusive product drops all combined to make this a retail experience 150 years in the making. The activation saw 8,000 visitors, made 2.7 billion impressions and created $40 million in total media value for the brand. —S.C.
Experiential Activation by a Spirits or Alcoholic Beverage Brand
Rave to Save
Brand: Desperados
Agency: Jack Morton and We Are Pi
The dance-based fundraising platform “Rave to Save”—part of Desperados’ “Pour Some Unusual on Your Usual” campaign—gamified the dance floor. With the app, the harder you dance, the more rewards you can unlock, all in the name of a good cause. During the pandemic, that meant supporting shuttered venues. Follow-ups have benefited a variety of organizations, including Stonewall and Women in Music. Teaming up with Elrow and Live Nation, the experience was integrated into European festivals and clubs, with 15 events in six countries. To date, this initiative has led to 482 million impressions and 530 million media impressions. The campaign aims to create more inclusive dance floors through better booking practices, with lineups leaning into diverse talent rosters, including a higher percentage of women DJs and LGBTQ+ performers. —S.C.
