pride
stonewall 50th anniversary

LEVI’S

KEY MARKET ACTIVATIONS | five city tour

AGENCY | dotdotdash

ROLE | creative strategy

OVERVIEW

2019 marked the 50th Anniversary of the historic Stonewall Riots. As a community, we took this opportunity to celebrate and reflect on how far we’ve come and where we have to go.

Levi’s has a longstanding history with the LGBTQIA+ community, and was one of the first brands to stand in solidarity with Gay Rights. For Stonewall 50, the brand activated in five key markets, celebrating the Pride movement with intersectional and inclusive activations across the US and landing in San Francisco with Juanita More!s annual Pride Party.

ROLE DETAILS |
creative concepting
stakeholder engagement
cultural advising
talent + influencer programming
on-site facilitation

KEY MARKET ACTIVATIONS

For each city, artists, performers, and musicians were curated based on that city’s queer culture. Year after year Pride has become more intersectional and inclusive, so our lineups prioritized a representative mix of LGBTQIA+ folks.

Each activation featured queer musicians, drag performances, customization from queer artists, and food and beverage from the community. We also featured Levi’s Pride Collection, all profits of which were donated to the OutRight Organization.