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Levi's and Monster Children Creative Highlight Big Love, Understanding and Optimism in Latest Campaign

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Campaign illuminates the importance of learning proper pronoun use, and shares stories of big love, understanding and optimism

Levi's and Monster Children Creative Highlight Big Love, Understanding and Optimism in Latest Campaign

An exploration of the importance of learning and respecting pronoun use forms the basis of a new campaign from Levi’s Australia New Zealand developed by Monster Children Creative.

Created as part of the launch of Levi’s new Pride collection, the films explores the changing cultural dialogue around pronouns. This year, 100% of net proceeds from the Pride collection will go to Outright International, a leading LGBTQIA+ human rights organisation.



Monster Children Creative developed the campaign in collaboration with director Cloudy Rhodes (They/Them) and the LGBTQIA+ community. The campaign features three young Australians, Bhenji, Freya and Leo, all of who share their lived experiences.

Director Cloudy Rhodes said of the campaign: “To be able to work with such inspiring queer voices was a privilege. It’s beautiful when we can come together and make something that feels important.”

Levi’s has also collaborated this year with Australia’s leading LGBTQIA+ community educator, Minus18 to develop a Gender Inclusive Language Guide. Using gender-inclusive language shows allyship to the LGBTQIA+ community, helping creating equality in workplaces, homes and communities.

Says Trent Bos, marketing director for Australian and New Zealand, Levi’s: “At Levi’s we believe that accelerating progress towards genuine equality is everyone’s responsibility. We’re proud to keep on learning, growing and endeavouring to make a positive impact wherever we can.”

View the 2 minute Director’s cut here:


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Director: Cloudy Rhodes

DOP: Campbell Brown

Producer: Sally Quade

Executive Producer: Jam Hassan

1AC/Focus: Matt Floyd

Stedicam: Jason Rodriguez

Set Designer: Lauren Brincat

Photographer: Lincoln Jubb

Stylist: Kurt Johnson

Gaffer: Jay McNeill

Best Boy: Ben Friesen

Editor: Stewart Arnott

Colourist: Fergus Rotherham

Sound Post Production: Sonar Music

Music composition: Jake Harris (Ad spots) and Freya Berkhout (Hero)

HMU: Gillian Campbell

Nurse: Robyn Brennan

Catering: Aus Catering

Camera gear: Southern Cross Cameras

Creative Agency: Monster Children Creative

Creative Director: Matt Pike

Account Manager: Ben Murgatroyd

Designer and Motion Graphics: Jye Kwong

Special thanks to Trent and Eliza at Levi’s for their commitment to this project.

Genres: Dialogue

Categories: Denim, Clothing and Fashion

Monster Children Creative, Wed, 17 Feb 2021 01:56:54 GMT