Adapting an earnest brand
campaign for an arguably flippant audience, Break Media has launched the first in a series of Levi's branded 'mockumentaries' titled "New Stories of America."
The short videos are the latest
digital component of the Levi's brand's "Go Forth" marketing campaign which launched in July 2009, targeting a young male demographic.
"This branded mockumentary concept developed by Break's
Creative Lab captured our attention because it injects humor and fun to our 'Go Forth' campaign message that we're confident will resonate with the young male demographic we're trying to reach," said
Megan O'Connor, director of Levi's digital marketing.
Developed by Creative Lab, the creative content shop within Break Media, the mockumentaries are designed to tell stories in a way that
will engage Break's young male audience.
"Creating content that really engages the young male audience online is the challenge we confront every day on our team," said Jonathan Small, vice
president of Creative Lab and editorial at Break Media. "We thought these mockumentaries and their humorous take on quirky, fun, offbeat events would offer an opportunity for Levi's to promote their
brand through content that guys would really respond to."
Each episode adopts elements of documentary style filmmaking to chronicle stories about offbeat, entertaining events with a growing
underground following around the country.
To create the mockumentaries, Break's Creative Lab searched the U.S. to find examples of quirky events and movements happening across the country that
are gaining attention, momentum and excitement. The videos will focus on the uniqueness of each movement and why they have such strong organic followings.
The events covered in the
mockumentaries include an international surf festival, a cardboard regatta, and a sort-of Olympics of playground games.
The "New Stories of America" branded channel also encourages users to
submit their own great adventures by sending urls and links that will be added.