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We Are Original

2017

A crowd sourced content series celebrating the originality of Johannesburg youth. For over a century, thousands of people from different cultures, styles & trends around the world have been creating authentic stories in their Levi’s®.

We were tasked with uncovering these stories to showcase the unique local community of Levi’s® originals in Johannesburg.

In South Africa, personal style is the ultimate form of self-expression. In the diverse landscape of Joburg, local youth have a unique relationship with denim, from hand me downs, to thrifting for collector models, and customizing garments to make them their own.

We Are Original was a call to action for an open casting event inviting the city of Johannesburg to have their own Levi’s® image and story documented by influential local creative collective, I SEE A DIFFERENT YOU.

Over 200 of Jozi’s most unique individuals were styled and shot as part of the series over one day, with the images being distributed across owned and earned channels, and via an exclusive Superbalist partnership in real-time.

The images were also immortalized in a unique zine celebrating the story of brand and its connection with work, fashion and culture over the last 140 plus years.