Levi's x Hello Kitty
The Line
Two icons. Peak cuteness. Levi's x Hello Kitty.
In a Levi's collaboration, the "X" is doing a lot of work. It was the brand's signature for collabs, and here it sat between two icons: a century and a half of workwear and the most famous cat in the world. I wrote to that contrast: authentic meets peak cute, in short, staccato lines that let the pairing do the talking.
The Idea
Every collab has to answer why two entities came together. For Levi's x Hello Kitty, the answer was that they're both icons, just from different ends of the fashion world. One represents authentically American, lived-in classics. The other is Sanrio's Hello Kitty: a bow and whiskers. And both come with a signature flash of red: the Red Tab and the bow. Putting them side by side, with the X between them, made the contrast the point.
The Voice
I wrote the campaign across the homepage, email, social and push. Everything that followed kept the same staccato rhythm:
Cute. Classic. Customizable.