Levi’s / I Shape My World

One Insight, 32 Markets, 50 Million Impressions. No Gender Labels.

Levi's had been running its I Shape My World program for a few years, but it needed a creative idea strong enough to unify 32 regional markets around a single global moment for International Women's Day. The insight was glaringly simple and undeniable: women's achievements are almost always preceded by a gender descriptor. "Female director." "Female scientist." "Female activist." It's a behavior so baked into language that most people don't even notice it. The campaign gave women tools to talk about why their skills and talents should come first, not their gender.

The work included a series of films and sharable content featuring four women from around the world who share their accomplishments and titles free of gender qualifiers. To make sure the work could land authentically everywhere, from Indonesia to Turkey to South Africa, the team built localization guidelines that showed how the global assets could be adapted to meet the cultural nuances and pronoun structures of each market. It wasn't just a U.S. campaign translated into other languages. It was designed from the start to be locally owned. 32 Levi's markets picked it up. The initiative, which started as a single effort in India in 2017, grew into a global movement that ran for multiple years, featuring more than 40 collaborators across 10+ countries and earning coverage in The Drum, LBB, Ads of the World, and a Clio nomination.

Impact: 50M+ organic impressions. 20M video views on YouTube. 2.8M views and 74K+ engagements on Facebook. Localized and activated by 32 Levi's markets worldwide. Featured on The Drum, LBB, Clio Awards, and Ads of the World. The #IShapeMyWorld hashtag sparked sustained global participation and helped evolve the initiative from a campaign into an ongoing cultural platform for the brand, running annually across 110 countries where Levi's sells.

Role: Creative Direction