Gold
Award
The Cover-Up
Levi's
United States
2026
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Entrant Company
AKQA & BETC
Entry Type
Product/Service
Launch Country
United States
Program
Clio Sports 2026
Medium Type
Professional
Medium
Innovation
Category
Fan Engagement
During the World Cup, Levi’s turned an officially sanctioned cover-up into an ongoing exchange with fans, responding to their conversations, content, and even requests for merchandise in real time. What began with fans recognizing an iconic silhouette grew into a worldwide conversation they helped shape.
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