Today, the Levi’s® brand and global icon Beyoncé debuted “Refrigerator,” the third chapter of the REIIMAGINE campaign and a continuation of the brand’s celebration of its heritage as inspiration for reinvention.
Chapter 3 builds on the success of the first two chapters and takes the campaign to a new setting: a sun-drenched roadside diner, where timeless style meets undeniable confidence. The film reimagines the original 1988 Refrigerator ad, with Beyoncé moving with confidence and ready to take on her next challenge while wearing the Levi’s® Iconic Western Shirt, 501® Original Shorts, a crisp white tank and a classic red paisley bandana. Willie Jones, a collaborator on “Cowboy Carter,” also makes a special cameo.
“Levi’s® isn’t a legacy brand — it’s a brand with an incredible legacy that has consistently remained at the center of culture,” said Kenny Mitchell, chief marketing officer at Levi Strauss & Co. “Through REIIMAGINE and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s® iconography and celebrating what it means to lead with intent and confidence.”
Once again, Levi’s® teamed up with Grammy Award-winning director Melina Matsoukas, who collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole for the latest chapter of the REIIMAGINE campaign. The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
“Refrigerator” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations.
For more information on the REIIMAGINE campaign, visit levi.com and follow @levis on Instagram and TikTok.
