Levi's approached oona to help launch their newest, sustainable fits: the 551Z & High Loose. Targeting denim and fashion lovers who don’t want to compromise on style, comfort & sustainability. Linking the natural properties of the new types of denim, made from sustainable fabrics such as “cottonized” hemp and TENCEL, we staged the event in nature. Especially in the strange times that we’re facing today, surrounding yourself with nature and your loved ones can provide comfort and help you to relax and restore.
The line-up of jeans is available in “Cottonized” Hemp. “Cottonized” Hemp is made from hemp yarn that’s been treated to have the look and feel of cotton. Since hemp requires less water, chemicals, and land to grow than cotton, it makes our “Cottonized” Hemp jeans a much more sustainable option.
In Belgium, we went on a search for a cute little place in nature. We found the perfect spot in Bree, Limburg – which was also listed as a “Natuurhuisje”. We transformed the site into a Levi’s cabin & worked with local suppliers to give our guests a cozy dining-at-home experience. We challenged the guests to spend the entire stay in their Levi’s fits: chilling on the couch, having dinner, breakfast, etc. Everything but sleep.
In the Netherlands, with the help of Elise Braas, we transformed two cute cabins of ‘Familie Buitenhuys’ in Venhuizen, Noord Holland, into Levi’s branded cabins, with all the influencers could ask for. Influencers could use a Levi’s branded electric Mini Cooper to drive to and around the area. Amazing food and snacks were provided by CurryUp, electric bikes by Cortina, haircare products by Dyson and Kérastase, and kitchen supplies (read: COFFEE) by Smeg.
"By designing a very personal setting and providing the influencers with a moment for them to relax and re-energize with Levi’s, we created an intimate way of showcasing and presenting a new product.”
From close relations to new relations, we managed to invite an inclusive, diverse group of people to enjoy the getaway. Our role at oona was to bring together a group of old and new Levi’s friends and provide all information on the new collection from a distance - via phone or Zoom calls. Get-togethers from a distance. As an agency, we have rekindled with old friends and made new ones to join the Levi’s family on a lovely getaway. By designing a very personal setting and providing the influencers with a moment for them to relax and re-energize with Levi’s, we created an intimate way of showcasing and presenting a new product.
Ultimately Levi's Benelux Getaway gave influencers the challenge to experience the new denim fits and their sustainability. Not only by the materials used during fabrication, but also practice the sustainability of the jeans as part of their daily life. Because of the materials used, the denim has a soft feel and is easy to wear all day long. Whether you go for a hike, run around in the house, or whether you lay down on the couch - the new Levi's jeans feel comfortable and fashionable at the same time.