Levi's® PRIDE
CREATING A RAINBOW
Levi’s® has always been an advocate of equality and non-discrimination, with a long history of supporting the LGBTQ community. The company guaranteed its position as a pioneer of equality in 1992, when it became the first Fortune 500-company to offer domestic partnership benefits. This summer, the brand’s newest concept for European Levi’s® stores will showcase their never-ending support to the LGBTQ-community.
Along with this unique concept, there had to be a unique window campaign. And that’s where frankagterberg/bca comes into play. Colour and creativity – the two main elements in every Gay Pride-event – are the primary features of the campaign. So we rolled up our sleeves, channelled our inner creative and started crafting along. The first step was cutting out strips of pre-washed, pre-shrunk denim. After that, we opened up some buckets of paint and started decorating the denim strips in all the shades the rainbow has to offer. As a finishing touch, the white letters brings across Levi’s’ message in contrast to its colourful background.
The production of these handmade quilted batwings on denim was a challenge to say the least, but the result is worth it: one-of-a-kind, handcrafted rainbow batwings, as a part of the store communication package. Creating a rainbow in all European Levi’s® Stores in cities hosting a PRIDE-tour this summer
Along with this unique concept, there had to be a unique window campaign. And that’s where frankagterberg/bca comes into play. Colour and creativity – the two main elements in every Gay Pride-event – are the primary features of the campaign. So we rolled up our sleeves, channelled our inner creative and started crafting along. The first step was cutting out strips of pre-washed, pre-shrunk denim. After that, we opened up some buckets of paint and started decorating the denim strips in all the shades the rainbow has to offer. As a finishing touch, the white letters brings across Levi’s’ message in contrast to its colourful background.
The production of these handmade quilted batwings on denim was a challenge to say the least, but the result is worth it: one-of-a-kind, handcrafted rainbow batwings, as a part of the store communication package. Creating a rainbow in all European Levi’s® Stores in cities hosting a PRIDE-tour this summer
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/235e7b6971d0169acf25213038458258b1b8ca0088c3c3e3ad83d7c9f573d8ddca25f630b40af0f3_rw_1200.jpg?h=3612d92565f5511a804ad44173287d89)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/aee729554ce7b2c10abce4672c6d2b87ca40798cc5467d2836b4085dc1c7afcc9a1c25510472bee2_rw_1200.jpg?h=2c35d7458a40f44d04a1ac885fcd24a5)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/40aa7e0a8f3edbd3aaf26ed28c84c54ee6f30e2197db7833210ecf6b22a74a3f24693124b4803d21_rw_1200.jpg?h=0ea52d3148a64af34553fb62c3664e88)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/a4ef4da5857cbfa52a2423c2640bc8d8cb8ab40187dc9786e72953e4b2e0f0cc5cf38ed4922f66a6_rw_1200.jpg?h=f5cad38340b9aeebb03eb6736c4a3016)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/0af7484eca29f7cf9947e5ccf099ef80e71917ced561973662fd274df4bcbd7ad9702e6bd0cd2528_rw_1200.jpg?h=1a92f47e2655b372395d7e72e449189f)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/7118000095b4db52d43bb5ce9e172fd33ce81bedc2047574a176c4c2aa3ea868b9a59586bb92efba_rw_1200.jpg?h=e6a07a152f652c6aeeb0d8526a18ec4b)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/43fd9f92da8c89e3a811cc43b140f59a88866206f9bc20eb4185b484bb248495c37974435bf104f1_rw_1200.jpg?h=fa0cdf2902fc5837cf5412aa9117de75)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/27f700ea7760a789bbb91f60936fe0679507a33ed01dc039897a4b347395463c2a37fff01ffb9135_rw_1200.jpg?h=fabc8a2e057792f253647a08f6bbd7a6)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/e9d7041cf13449f907f73bab520f53b2ad7fc3adea55b515dd9fc668c3f7f935a70ed5dafcb969fa_rw_1200.jpg?h=8b7d0cdfa51ca3b238179a19adaebbfd)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/a880e69d80f6ebe16b2716173b6346f391778649b24fe0f30daa991f3c891a83aba813a95689230c_rw_1200.jpg?h=6c10e02b1650e098dffedef41422386f)
![](https://cdn.myportfolio.com/02d621b507f0897d5b5856a3278c1abb/4a004a757f08806a673987d6023d9d2e3ffc534a31eb8209a3bac6a785795cf03f3885f14525321d_rw_1200.jpg?h=5887295e7c8e96c1af296913f77f02a8)