米歇爾·加斯有理由慶祝。
作為標(biāo)志性的牛仔褲品牌李維斯公司(Levi Strauss & Co.)的新任CEO(也是首位女性CEO),她得知傳奇音樂人碧昂斯在她近期專輯《Cowboy Carter》一首歌的歌名中提到了該公司。
然后Levi’s聯(lián)合碧昂斯發(fā)布了“REIIMAGINE”廣告。眾所周知,碧昂斯對(duì)品牌合作的態(tài)度一直非常謹(jǐn)慎。
本周二,在加州拉古納比奇召開的《財(cái)富》最具影響力商界女性峰會(huì)上,加斯表示:“能讓碧昂絲以你的品牌命名一首歌,簡直像是夢想成真。這是千載難逢的機(jī)會(huì)?!?
這首歌的標(biāo)題并不是廣告或品牌合作。加斯和她的Levi’s團(tuán)隊(duì)在專輯發(fā)布前幾天才得到了一點(diǎn)“風(fēng)聲”。 “這完全是自然而然發(fā)生的?!?
但加斯對(duì)《財(cái)富》雜志的艾莉·奧斯汀表示,碧昂絲對(duì)李維斯的熱愛由來已久,他們之間經(jīng)過長時(shí)間的磨合建立起良好的關(guān)系。她表示:“她幾十年來一直是我們品牌的粉絲——就像我們一直是她的粉絲一樣。”早在20世紀(jì)90年代,當(dāng)時(shí)碧昂絲還是“真命天女”(Destiny’s Child)組合的一員,李維斯就曾為該組合提供服裝——公司至今還在“保險(xiǎn)庫”里保存著一條碧昂絲的牛仔褲。
新美式文物
《Cowboy Carter》專輯中的單曲名稱是《LEVII’S JEANS》,而不是Levi’s。加斯大笑著回憶稱,一位律師曾詢問加斯,她是否會(huì)擔(dān)心商標(biāo)侵權(quán)問題。 “我的反應(yīng)是,你瘋了嗎?這是上天的饋贈(zèng)?!?/p>
在獲悉這首歌即將問世之后,Levi’s團(tuán)隊(duì)迅速行動(dòng)起來,他們修改了所有社交媒體賬號(hào),以匹配這首歌的風(fēng)格。 “然后事情有點(diǎn)一發(fā)不可收拾?!奔铀股钪プC(jī)會(huì)至關(guān)重要。她表示:“顯然,這種重要的時(shí)刻并不多見。在看到人們的反應(yīng)后,[我們認(rèn)為]或許這里還有更多可能性?!?/p>
專輯發(fā)行幾周之后,加斯與Levi’s的市場總監(jiān)、首席營銷官和首席產(chǎn)品官以及碧昂斯團(tuán)隊(duì)的兩位絕密關(guān)鍵人物共進(jìn)晚餐。 “我們開始重新構(gòu)想更多可能性?!?/p>
加斯表示,這段30秒的廣告片展示了碧昂斯在洗衣店里的場景,這實(shí)際上是翻拍自該品牌在20世紀(jì)80年代中期做的一條同樣備受歡迎的廣告片?!癓evi’s的優(yōu)勢在于,我們擁有各種令人難以置信的遺產(chǎn)。因此[我們可以]抓住這次機(jī)會(huì),攜手全世界知名度最高的偶像之一,共同發(fā)起這項(xiàng)活動(dòng)。”
整個(gè)活動(dòng)從創(chuàng)意到簽訂合同,再到完成拍攝,共用時(shí)5個(gè)月。“現(xiàn)在廣告片已經(jīng)發(fā)布。這讓我們的團(tuán)隊(duì)好好上了一課,讓我們認(rèn)識(shí)到如何快速靈活地行動(dòng)并抓住機(jī)會(huì),因?yàn)檫@樣的機(jī)會(huì)并不常見?!?/p>
加斯表示,碧昂斯的廣告片已經(jīng)帶來了超過24億次曝光。
然后加斯提到了她的夾克,上面裝飾著亮片。她說道:“這是為碧昂斯拍攝廣告片準(zhǔn)備的眾多選擇之一,但她沒有選中它。所以我可以穿這件夾克。但我想說的是,根據(jù)我在這次大會(huì)上得到的反饋,我想這件衣服將會(huì)投入量產(chǎn)。敬請(qǐng)期待?!保ㄘ?cái)富中文網(wǎng))
譯者:劉進(jìn)龍
審校:汪皓
米歇爾·加斯有理由慶祝。
作為標(biāo)志性的牛仔褲品牌李維斯公司(Levi Strauss & Co.)的新任CEO(也是首位女性CEO),她得知傳奇音樂人碧昂斯在她近期專輯《Cowboy Carter》一首歌的歌名中提到了該公司。
然后Levi’s聯(lián)合碧昂斯發(fā)布了“REIIMAGINE”廣告。眾所周知,碧昂斯對(duì)品牌合作的態(tài)度一直非常謹(jǐn)慎。
本周二,在加州拉古納比奇召開的《財(cái)富》最具影響力商界女性峰會(huì)上,加斯表示:“能讓碧昂絲以你的品牌命名一首歌,簡直像是夢想成真。這是千載難逢的機(jī)會(huì)?!?
這首歌的標(biāo)題并不是廣告或品牌合作。加斯和她的Levi’s團(tuán)隊(duì)在專輯發(fā)布前幾天才得到了一點(diǎn)“風(fēng)聲”。 “這完全是自然而然發(fā)生的?!?
但加斯對(duì)《財(cái)富》雜志的艾莉·奧斯汀表示,碧昂絲對(duì)李維斯的熱愛由來已久,他們之間經(jīng)過長時(shí)間的磨合建立起良好的關(guān)系。她表示:“她幾十年來一直是我們品牌的粉絲——就像我們一直是她的粉絲一樣。”早在20世紀(jì)90年代,當(dāng)時(shí)碧昂絲還是“真命天女”(Destiny’s Child)組合的一員,李維斯就曾為該組合提供服裝——公司至今還在“保險(xiǎn)庫”里保存著一條碧昂絲的牛仔褲。
新美式文物
《Cowboy Carter》專輯中的單曲名稱是《LEVII’S JEANS》,而不是Levi’s。加斯大笑著回憶稱,一位律師曾詢問加斯,她是否會(huì)擔(dān)心商標(biāo)侵權(quán)問題。 “我的反應(yīng)是,你瘋了嗎?這是上天的饋贈(zèng)。”
在獲悉這首歌即將問世之后,Levi’s團(tuán)隊(duì)迅速行動(dòng)起來,他們修改了所有社交媒體賬號(hào),以匹配這首歌的風(fēng)格。 “然后事情有點(diǎn)一發(fā)不可收拾?!奔铀股钪プC(jī)會(huì)至關(guān)重要。她表示:“顯然,這種重要的時(shí)刻并不多見。在看到人們的反應(yīng)后,[我們認(rèn)為]或許這里還有更多可能性?!?/p>
專輯發(fā)行幾周之后,加斯與Levi’s的市場總監(jiān)、首席營銷官和首席產(chǎn)品官以及碧昂斯團(tuán)隊(duì)的兩位絕密關(guān)鍵人物共進(jìn)晚餐。 “我們開始重新構(gòu)想更多可能性。”
加斯表示,這段30秒的廣告片展示了碧昂斯在洗衣店里的場景,這實(shí)際上是翻拍自該品牌在20世紀(jì)80年代中期做的一條同樣備受歡迎的廣告片?!癓evi’s的優(yōu)勢在于,我們擁有各種令人難以置信的遺產(chǎn)。因此[我們可以]抓住這次機(jī)會(huì),攜手全世界知名度最高的偶像之一,共同發(fā)起這項(xiàng)活動(dòng)?!?/p>
整個(gè)活動(dòng)從創(chuàng)意到簽訂合同,再到完成拍攝,共用時(shí)5個(gè)月?!艾F(xiàn)在廣告片已經(jīng)發(fā)布。這讓我們的團(tuán)隊(duì)好好上了一課,讓我們認(rèn)識(shí)到如何快速靈活地行動(dòng)并抓住機(jī)會(huì),因?yàn)檫@樣的機(jī)會(huì)并不常見?!?/p>
加斯表示,碧昂斯的廣告片已經(jīng)帶來了超過24億次曝光。
然后加斯提到了她的夾克,上面裝飾著亮片。她說道:“這是為碧昂斯拍攝廣告片準(zhǔn)備的眾多選擇之一,但她沒有選中它。所以我可以穿這件夾克。但我想說的是,根據(jù)我在這次大會(huì)上得到的反饋,我想這件衣服將會(huì)投入量產(chǎn)。敬請(qǐng)期待?!保ㄘ?cái)富中文網(wǎng))
譯者:劉進(jìn)龍
審校:汪皓
Michelle Gass has reason to celebrate.
As the newly minted—and first female—CEO of the iconic denim brand Levi Strauss & Co., she got word that music legend Beyoncé would be name-checking the company in the title of a song off her recent album Cowboy Carter.
In turn, Levi’s launched its “REIIMAGINE” campaign with Beyoncé herself, who is notoriously averse to brand partnerships.
“It’s sort of like a dream come true to have Beyoncé name a song after your brand,” Gass said at the Fortune Most Powerful Women Summit in Laguna Niguel, Calif., on Tuesday. “That’s a once-in-a-lifetime moment.”
The song title wasn’t an advertisement or a partnership. All Gass and her Levi’s team got in advance of the album drop was “a little whisper” mere days before. “It was truly, completely organic.”
But Queen Bey’s love for Levi’s goes way back, Gass told Fortune’s Ellie Austin, and their relationship is one that’s been nurtured over time. “She’s been a fan of the brand for decades—as we’ve been a fan of hers,” she said. Back in the 1990s, when Beyoncé was one-third of Destiny’s Child, Levi’s once outfitted the whole group—and the company still has a pair of Beyoncé’s jeans “in the vault.”
New Americana
The Cowboy Carter song is spelled as “LEVII’S JEANS,” not Levi’s. A lawyer asked Gass if she was worried about trademark infringement, she recalled with a laugh. “I was like, are you crazy? This is a gift.”
Once the Levi’s team knew the song was coming, they shifted into action, changing all their social media handles to match the song’s stylization. “And then it just kind of went crazy.” Gass knew it was vital to seize the opportunity. “You don’t have these moments very often, obviously,” she said. “Once we saw the reaction, [we thought], maybe there’s something more here.”
A few weeks after the album drop, Gass got dinner with Levi’s head of market, chief marketing officer, and chief product officer, and two top-secret key people in Beyoncé’s orbit. “We just sort of started to reimagine what was possible.”
The 30-second spot featuring Beyoncé in a laundromat is actually a remake of a similarly popular ad campaign the brand did in the mid-’80s, Gass said. “The wonderful thing about Levi’s is we’ve got all this incredible heritage. So [we get to] take this and move it forward with one of the world’s biggest icons.”
The entire campaign came together in five months, from the idea, to inking the contract, to doing the shoot. “Here we are, launched, and it’s been a great lesson with the team [about] how you can move with speed and agility and capture these moments, because they don’t come around very often.”
The Beyoncé campaign, Gass said, has led to over 2.4 billion impressions.
Gass then motioned to her jacket, which was decked out in sparkles. “This was one of the many options that was created for Beyoncé for the shoot, but she did not choose to wear it,” she said. “So I get to wear it. But I will tell you, given all the feedback I’m getting at this conference, I suspect this will be in production. Stay tuned.”