Social-First Campaign for Levi’s Behind Every Original

AKQA partnered with Levi’s to transform its traditional Super Bowl advertising into a social-first cultural ecosystem. The 'Behind Every Original' campaign redefined how the brand connects with a new generation by shifting from broadcast messaging to authentic, platform-native storytelling across TikTok and Instagram. This approach repositioned Levi’s at the center of modern culture and established a new model for global brand engagement.