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Coming Out Loud

Most Americans consider deafness a disability and ASL a divisive language. Inspired by the gay liberation movement and the wish of many queer to express their identity visually, this campaign redefines the deaf as a vibrant community and ASL as open to anyone.

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Step #1:

Piggy-Backing

During the Pride Parade, Levi’s introduces a set of Instagram stickers exclusively accessible in New York City. Posts using those are shared by Levi’s via #comingoutloud.

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Step #2:

Going National

The day after Pride, Levi’s premieres a US-wide Instagram AR filter using object recognition. Hovering over everyday items, users can learn and explore the ASL signs in an immersive way.

 
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Step #3:

Spreading IRL

Deaf Stickers are introduced by NAD, the National Association of the Deaf, and made public via all US Levi’s stores. They indicate to the deaf community which stores, restaurants and other public spaces are deaf-friendly.

 
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Step #4:

Representing Loudly

After an announcement on Instagram Stories, Levi’s launches a line of jean jackets, shirts and stitch-on patches celebrating the deaf community. Half of the profits go towards NAD projects promoting ASL awareness.

 
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Concept: Stephany Schlappkohl & Lisa Kirmße, Copy: Lisa Kirmße, Art Direction: Stephany Schlappkohl