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Integrated Campaign​
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COMING
OUTLOUD
AD//Stephany Schlappkohl
CW// Lisa Kirmsse
http://instgram posts/
INSIGHT:
The LGBT+ and the deaf community value diversity and many queer feel drawn towards ASL as a way of expressing their identity visually.
Levi’s is known as a brand that has openly promoted gay rights for decades and is always looking to empower minorities in order to express their identity in an authentic way.
During the Pride Parade 2019 on June 30, Levi’s launches a set of Instagram stickers in NYC with the campaign’s hashtag #ComingOutLoud
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Two days after Pride, a US-wide Instagram AR filter using object recognition is premiered by Levi’s. By hovering their phone over various objects, users can learn how to say those objects in ASL.
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Deaf Stickers are introduced by NAD, the National Association of the Deaf and made public via all US Levi’s stores. It signals the deaf community which stores’, restaurants’, preschools’ employees or caretakers are deaf-friendly.
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A new line of jean jackets, hats, t-shirts and stitch-on patches celebrating the deaf community is launched by Levi’s. All of the profits of the bold clothing line go towards NAD in order to fund projects that further empower ASL speakers & the signing queer.
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