Presentation of Chris Jackman, VP Global Levi's Brand Marketing during the BAM Marketing Congress on 5th Dec 2019 in Brussels Expo. Upon joining the Levi’s® Brand team in 2013, Chris teamed with Jennifer Sey (CMO) to drive the launch of the Live in Levi’s® campaign. Notable for reconnecting the brand with its optimistic spirit that fans around the world have loved about the Levi’s® Brand for decades, Live in Levi’s® is entering its sixth season of celebrating peoples’ favorite memories in their Levi’s® jeans. In 2017, Jackman and team launched the global hit “Circles,” one of Youtube’s top 10 ads that year.

1. Chris Jackman
VP, Global Marketing

2. know the stories
respect the stories

3. “There have been great
societies that did not use
the wheel, but there have
been no societies that did
not tell stories.”
- Ursula K. Le Guin

4. Over 145 years of stories

5. The jeans themselves
bear the markings of
life… the shape of the
body… the memory of
adventure.

8. when in doubt - go back to the stories

9. stay forever young

11. Marlon Brando

12. Marilyn
Monroe

13. Bob Dylan

14. Woodstock

16. Blondie

17. Ramones

18. Beastie Boys

19. Madonna

20. Axl Rose

21. Kurt
Cobain

22. Kanye West

23. Kendrick
Lamar

24. Lady Gaga

25. Skepta

26. started to notice a shift in
culture

27. the stories began to
change

28. how the youth showed up
started to change

29. TO WIN WITH YOUTH, WE NEED TO BREAKTHROUGH
WITH SUSTAINABILITY
29
94%
agree
72%
Gen Z Agree
Are willing to spend more
on sustainable fashion
Want companies to address urgent
social & environmental issues
Gen Z…
Will go out of their way to
buy products from
companies doing good
6 out of 10agree

30. decided we needed to
change as well

31. but still needed to be
authentic to who we are

32. started with our history
and company values

33. -Profits through Principles
-Courageous
-Do the right thing
-Give back
Same company values for 166 years

34. 1983 “501 Blues” brief

36. tell more stories
lead with our values

37. 1982 – Levi’s first corporate donation to Kaposi Sarcoma clinic to fight AIDS
1983 – Support groups for HIV+ employees are formed at our headquarters.
1987 – Levi’s participates in SF AIDS walk
1992 – 1st Fortune 500 company to offer full medical benefits to unmarried partners
2003 – Expanded non-discrimination protected classes to include transgender
employees
2007 – Supported Apparel Lesotho Alliance to Fight AIDS to address AIDS in factories
2007 – Only corporation in California to file an amicus brief with California Supreme
Court to support same sex marriage
2015 – Levi’s joined by hundreds companies to support same-sex marriage
2000s – Levi’s celebrates Pride annually around the globe
LGBTQ Rights

38. Levi’s celebrates
Pride annually around
the globe

39. PROBLEM: MUSIC EDUCATION
With funding for music education on
the decline, young people across the
globe are losing the opportunity to
express themselves through music.

40. LEVI’S MUSIC PROJECT
LAUNCHES IN 2015
Artists including Alicia Keys,
Skepta, Snoop Dogg, Rosalía,
SZA, Milky Chance, Justin
Timberlake and many more have
partnered with Levi’s® to give
back to their communities
through music education

42. AMERICAN VOTER TURNOUT

43. VOTE CAMPAIGN
“For democracy to work, people have to vote”

44. PROPRIETARY & CONFIDENTIAL
VOTE TEE

45. VOTE VIDEO

46. GUN SAFETY

47. “I think it’s imperative that companies not
be afraid to weigh in on the issues that are
really impacting the world” – Chip Bergh

48. GENDER EQUALITY

49. “I SHAPE MY WORLD” CAMPAIGN
WORLD
SHAPE
MY
I
More than 40 collaborators from
around the world, including women
from India, Mexico, Russia,
Thailand, Turkey, the United States,
and more.

50. I SHAPE MY WORLD VIDEO

51. CLIMATE CHANGE

52. LS&CO.’s Commitment to Sustainabilty
PRODUCTION
METHODS
MATERIALS &
TEXTILES
REUSE & RECYLE
WATER<LESS
SCREENED CHEMISTRY PROGRAM
BETTER COTTON INITIATIVE
TENCIL
RESPONSIBLE DOWN
TAILOR SHOP
DIY TIPS
RECYCLING PROGRAMS

53. 15 Skate Parks built since 2012

55. externally aware
internal culture
a passionate few
history is nice but not mandatory
don’t overthink it
do what feels right
a few things…