Levi's: Locals Only.

Levi's is one of the most iconic brands in the world, revered as the symbol of being cool, youth and rebellious, a hard thing to keep a hold of for such a huge brand. And this proved the case as they lost this identity for a short while, as they grew in popularity, Dad's started to wear them. Yep, Dads. That's never good news. So in stepped one of the most creative and cool advertising in the world, Wieden + Kennedy to put them right back where they belong.

They first did that with their beautifully written and shot Go Forth campaign. They are now really getting under the skin of youth culture and the world in which they live in their Locals Only project. Locals Only marks the release of their new Black Tab Collection SS12 and takes the shape of a beautifully shot book of photos and 4 mini-documentaries looking at the lifestyle and cultures of modern-day pioneers.

For more pics click here.

Levi's also produced "four videos to capture a snapshot of different hubs and their associated crowds in Berlin, Marseille, Barcelona and Copenhagen. Both photography and documentaries zoom in on street culture movements and what they have become today, paying homage to the art of street style – which is inspiration for the collection. The photography and film team followed skateboarders Lennie Burmeister and Vincent Heller (Berlin), the bar Le Duke (Marseille), the notorious “Nasty Mondays” party founders MadMax and Sören Manzoni (Barcelona) as well as the famous custom motorcycle builders The Wrenchmonkees (Copenhagen), to capture the moments that make up each person’s days."

Copenhagen

Marseille

Berlin

Barcelona