In a one-of-a-kind move, the brand’s mannequins set off on their own impromptu adventures akin to the characters in the digital film. Right from playing video games, to watching a movie, grabbing vada pao, or catching the sunset.

The Activation was further amplified via a series of consumer engagement activities. These missing mannequins across popular public spots and malls in different cities created photo opportunities as passersby stopped to click pictures with these mannequins and posted the same on their social handles tagging the brand.

Through this interactive and experiential activation that spanned offline and online channels, Levi’s invited everyone on a journey to live in the moment without hesitation and encouraged consumers to embrace uninhibited spontaneity.

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