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