Getting this brief, it sounded too good to be true. I kept on asking “whats the product we’re pushing” or “what are the KPI’s” or “where are we trying to drive traffic” but there was actually no ulterior motive - just show the world that Levi’s supports music education and is doing something about it. Nice.

Imprint Projects developed the platform back in 2015 and it has gone from strength to strength. Levi’s has worked with Alicia Keys, Snoop Dogg and SZA already but this year was the biggest and most ambitious since inception.

We took Justin Timberlake back to his home town of Memphis, TN and partnered with the Stax Music Academy, a non-profit music school that is continuing the legacy of the legendary local record label. We planned two days of songwriting workshops for the kids to work closely with JT (and some friends he bought such as Timbaland), unveiled a new songwriting lab, and put on a community concert and BBQ.

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BRAND PLATFORM
ACTIVATION
CONTENT

We designed and built a brand new dedicated space called The Song Lab for the new songwriting curriculum to be taught. The room was kitted out with brand new gear and included a small reference library of songwriting books and inspiration from JT and other local legends of songwriting and music.

Seeing the impact it had on the kids and their families was pretty special, and one of the best moments of my career - but so much better is knowing that it was not all over as we wrapped production and left. The Levi’s Music Project has paid for a teachers salary for 3 years, the $100,000 worth of equipment we secured will be used by hundreds of kids, and JT’s scholarship will help so many talented kids attend Stax.