{"id":10971,"date":"2026-02-10T15:58:40","date_gmt":"2026-02-10T15:58:40","guid":{"rendered":"https:\/\/angelboss.com.br\/?p=10971"},"modified":"2026-02-10T15:58:47","modified_gmt":"2026-02-10T15:58:47","slug":"campanha-global-da-levis-behind-every-original","status":"publish","type":"post","link":"https:\/\/angelboss.com.br\/en\/2026\/02\/10\/campanha-global-da-levis-behind-every-original\/","title":{"rendered":"Com Doechii e ROS\u00c9, Levi’s\u00ae lan\u00e7a campanha global “Behind Every Original” durante o Super Bowl"},"content":{"rendered":"

Filme “Backstory” destaca a parte de tr\u00e1s da cal\u00e7a jeans da marca, detalhe que virou assinatura e elemento de identidade e estilo<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

A Levi’s\u00ae lan\u00e7a a “Behind Every Original”, sua nova campanha global que coloca a parte de tr\u00e1s do jeans, um de seus s\u00edmbolos mais ic\u00f4nicos, como ponto de partida para celebrar pessoas que movimentam a cultura. Com uma abordagem irreverente e cheia de personalidade, a estreia aconteceu durante o Super Bowl, com o filme “Backstory”, dirigido por Kim Gehrig, que prop\u00f5e um olhar inusitado: \u00edcones da m\u00fasica, como Doechii e ROS\u00c9, al\u00e9m de outros do esporte, moda e cultura pop aparecem exclusivamente de costas, contando suas hist\u00f3rias com a marca a partir desse detalhe emblem\u00e1tico da Levi’s\u00ae.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

A escolha n\u00e3o \u00e9 aleat\u00f3ria. Da costura arqueada \u00e0 Red Tab\u2122, a parte de tr\u00e1s do jeans carrega c\u00f3digos que atravessam gera\u00e7\u00f5es e representam originalidade. H\u00e1 mais de 150 anos, os jeans da marca vestem quem desafia padr\u00f5es e ajuda a moldar o futuro da cultura, da m\u00fasica e da moda.<\/p>\n\n\n\n

“Uma das coisas que mais amo na campanha ‘Behind Every Original’ \u00e9 que ela entrela\u00e7a uma hist\u00f3ria que s\u00f3 a Levi’s\u00ae pode contar”, afirma Kenny Mitchell, diretor global de marketing da Levi Strauss & Co. “Essa campanha global celebra nosso lugar no centro da cultura da m\u00fasica, do esporte e da moda, e tamb\u00e9m nos guarda-roupas de f\u00e3s de diferentes gera\u00e7\u00f5es.  N\u00e3o poderia haver palco mais simb\u00f3lico para esse lan\u00e7amento do que o Super Bowl, disputado no Levi’s\u00ae Stadium, que tamb\u00e9m se tornou um \u00edcone cultural.”<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

“Backstory” conta com participa\u00e7\u00f5es da artista vencedora do Grammy Doechii, a estrela global ROS\u00c9, o atual MVP e campe\u00e3o da NBA Shai Gilgeous-Alexander, o m\u00fasico, cineasta e DJ Questlove, a modelo Stefanie Giesinger e at\u00e9 o personagem Woody, de Toy Story<\/em>. Cada cena \u00e9 uma celebra\u00e7\u00e3o do “backside”, desfilando, dan\u00e7ando, se movendo e, acima de tudo, vivendo com seus Levi’s\u00ae.o filme celebra a energia de quem cria tend\u00eancias, ao mesmo tempo em que homenageia \u00edcones do passado, do visual marcante da era “Faith”, de George Michael, a releituras contempor\u00e2neas de momentos hist\u00f3ricos da cultura pop.<\/p>\n\n\n\n

A trilha sonora \u00e9 composta por “Get Up Offa That Thing”, de James Brown, refor\u00e7ando o tom vibrante e dan\u00e7ante da campanha. As grava\u00e7\u00f5es aconteceram em Los Angeles, Oklahoma City e Londres, com um cuidado especial na escolha de pessoas reais, como cowboys, trabalhadores da constru\u00e7\u00e3o civil e jovens, para garantir autenticidade. A coreografia de Doechii foi desenvolvida em parceria com seu core\u00f3grafo, Robbie Blue.<\/p>\n\n\n\n

Ap\u00f3s a exibi\u00e7\u00e3o no Super Bowl, a campanha ganha novos desdobramentos com v\u00eddeos curtos de seis segundos que destacam individualmente cada Original, colocando o foco na express\u00e3o pessoal e no movimento, mais do que na fama.<\/p>\n\n\n\n

“Behind Every Original” se estende por redes sociais, plataformas digitais, lojas f\u00edsicas e m\u00eddia. Ao longo do ano, a campanha revelar\u00e1 novas hist\u00f3rias dos protagonistas, sempre ancoradas em produtos ic\u00f4nicos da Levi’s\u00ae. As imagens oficiais trazem registros mais crus e espont\u00e2neos dos bastidores, refor\u00e7ando a conex\u00e3o entre estilo, trajet\u00f3ria e identidade.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

A campanha foi concebida em parceria criativa com a TBWA\\Chiat\\Day LA.<\/p>\n\n\n\n

O denim Levi’s\u00ae est\u00e1 no cora\u00e7\u00e3o da campanha. Dos cowboys cl\u00e1ssicos aos \u00edcones dos videoclipes dos anos 80, passando por momentos contempor\u00e2neos, o styling percorre todo o legado da marca. A diversidade de estilos e \u00e9pocas refor\u00e7a que a Levi’s\u00ae esteve presente em alguns dos maiores momentos da vida por mais de um s\u00e9culo. A equipe ajustou cada pe\u00e7a para refletir os estilos e personalidades aut\u00eanticas dos Originals, criando inclusive itens personalizados para alguns embaixadores, como uma jaqueta de denim exclusiva para Questlove e luvas de denim para Shai Gilgeous-Alexander.<\/p>\n\n\n\n

\"\"<\/figure>","protected":false},"excerpt":{"rendered":"

Filme “Backstory” destaca a parte de tr\u00e1s da cal\u00e7a jeans da marca, detalhe que virou assinatura e elemento de identidade e estilo A Levi’s\u00ae lan\u00e7a a “Behind Every Original”, sua nova campanha global que coloca a parte de tr\u00e1s do jeans, um de seus s\u00edmbolos mais ic\u00f4nicos, como ponto de partida para celebrar pessoas que<\/p>","protected":false},"author":2,"featured_media":10973,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[609],"tags":[961,960,962],"class_list":["post-10971","post","type-post","status-publish","format-standard","has-post-thumbnail","category-moda","tag-doechii","tag-levis","tag-rose"],"yoast_head":"\nCampanha Global da Levi\u2019s: ROS\u00c9 e Doechii no Super Bowl<\/title>\n<meta name=\"description\" content=\"Conhe\u00e7a a nova campanha global da Levi\u2019s com ROS\u00c9 e Doechii. 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