FCB West and Levi’s Focus on Human Connections

FCB West’s “Circles” campaign for Levi’s is a global campaign that centers around human connectedness. The spot, which is filled with dancers from around the world, seeks to celebrate diversity through the power of choreography: when we come together, we dance in circles. We move as one, and revel in the individual who takes the center. According to “Circles,” through dance, unity and individuality come alive, and differences are honored, as they only make us stronger. At the conclusion of the spot, the words “men, women, young, old, gay, straight” appear on the screen, driving the campaign’s final point home: “Let’s live how we dance.”

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