Levi's Fresh - Canada's Freshest, AR-Driven Farmers' Market

Levi’s knew that Gen Zs could see straight through brands that don’t fit authentically in their lives. So, to support the launch of their sustainably-made clothing line, Levi’s FRESH, UM partnered with Snap to create Canada’s first ever AR-driven, virtual pop-up farmers’ market. Using Snapchat technology, Gen Zs were invited to play with the FRESH filter using their selfie-cam, then flip their camera to immerse themselves in the full Levi’s FRESH market experience. The opportunity to explore products, learn about Levi’s sustainability commitment, and buy clothing through in-app purchase won massive Gen Z attention and engagement. Proof that the right combination of tech and shared cultural values can create fertile ground to grow brands.