skills/creative-director/references/legendary-campaigns/cards/levi-strauss-faces-2013.md

---
id: levi-strauss-faces-2013
title: "Faces"
brand: "Levi's"
year: 2013
country: US
region: north_america
industry: fashion_luxury
pattern: [P17, P08]
category: ooh_print
idea_type: campaign
involvement: passive_view
channel: physical
duration: campaign
goal: [awareness]
budget: medium
emotion: [proud, recognized]
emotion_tier: 2
insight_domain: identity
media_epoch: ooh
awards: [unknown]
quality_score: 6
scalability: universal
risk: safe
confidence: low
verification_required: true
quality: stub_minimal
source_url: https://vimeo.com/65962290
---

# Faces (Levi's · 2013)

## Insight

TODO: Year is uncertain — inferred from URL pattern; verify against campaign records.

Faces and individual identity are at the core of denim culture — Levi's wearers are not demographics but distinct people with distinct stories.

## Mechanic

OOH/print campaign using portraiture and design craft to make individual faces the hero of the visual — design as idea, with faces as the graphic language of the brand.

## Why it worked

Design as idea meets craft as message: strong portraiture in print contexts commands attention without headline or concept — the face itself is the argument for individuality.

## Steal

In fashion, the face is the most powerful graphic unit. When the photography is exceptional, no headline competes. Trust the image.

## Related
- Pattern: [[../MOC-pattern.md#p17]]
- Sibling: [[absolut-absolut-campaign-1981.md|Absolut _____]]
- Sibling: [[apple-think-different-1997.md|Think Different]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*