06/04/2021
Copywriting Spec Work | Levi's x Smemoranda
Smemoranda is an Italian brand that makes diaries for Secondary school students. This most beloved diary is appreciated by young people for its humour and fresh tone of voice. The diary has inserts partnered with actors, comics, musicians and brands. Those usually contain stories, jokes, games or quizzes. The brief asked to write one of these inserts partnered with Levi's.
6:45, I wake up.
I button up the shirt. I wear polyester trousers and jacket.
I wear heels. I grab the bag.
7:45 I clock in. I sit at my desk.
12:30 lunch break
18:00 I get off. I call a taxi.
18:15 I am home. I better hurry if I want to arrive at the party on time.
This time Mr. Levi’s invite didn’t give that many clues: an address, a key and a theme: 'How do you feel?' How do I feel? It has been a while since I asked myself that.
I open the closet and snatch my favourite jeans: my second skin in denim. Sequin t-shirt. Sneakers.
The second taxi of the day. I give the coordinates wondering where it's going to take me.
Location reached. I open the door with the secret key and instantly hear the music—— the strong and beating rhythm pumping in my ears. The basses make the walls tremble. I go deeper into the sweaty room while my eyes slowly get used to the flashing, colourful lights. Now and then, a breeze enters from the courtyard door on the other side of the room. I soon forget I’m squeezed amongst dancing bodies. Instead, I get carried by the sound. Everyone around me is serene, everyone is dressed differently, and everyone is unique. But in the end, we are all dancing to the same sound.