Levis

Colour of the year 2025

Levis is a leading Belgian paint brand by AkzoNobel, with interior trends at the heart of its communication. Every year, its Colour of the Year introduces a new inspirational palette for consumers, designers and media. King George manages Levis’ general PR, alongside the yearly campaigns, launches and events surrounding the Colour of the Year.

For more than ten years, King George has been organising the annual Colour of the Year launch events for Levis. Each year, we look for a suitable location that reflects the character of the new colour and gives the launch a strong visual identity. Past settings have included a cornfield, a cactus nursery and an art gallery.

Colour of the year 2018

King George always takes all of its clients and their guests to the most diverse places for the ultimate experience, but dining among hundreds of cacti is probably something you’ve never done before. Every year, trend agency AkzoNobel Aesthetics – the holding company of Levis Paint – presents the Color of the Year, and King George always organizes the event for it. With Desert as the color in 2018, King George once again thought out of the box, but also inside the box. Desert means towering cacti, going on safari with The Big Five, and a sultry Sahara sunset. Why not bring it here? The Levis Colour of the Year event for press and influencers thus took on a Lawrence of Arabia look: from accessories to food, all in a greenhouse where events never usually happen.

To launch the Levis x Barbie collection, King George created an influencer event inspired by Barbie’s dream house. Guests could discover the collection, put on customised overalls and get creative with paint themselves, providing plenty of materials to share. From the pink theming and activities to the event concept, King George created a colourful experience aimed at social media.

As the Belgian market leader, you can sometimes literally paint yourself in the spotlight. To celebrate the fifth anniversary of Levis’ Ambiance collection, Levis wanted a spectacular pop-up guerrilla action in the streets. King George took it literally and went big with an XL paint can on a streetlight pole. The pole itself was wrapped as if the paint was dripping down to the cobblestones. The installation gained international attention in design magazines and blogs, including Frame and Design Boom. Moreover, the pop-up concept is now immortalized on the cover of a book on guerrilla marketing.

In the dead of night, a store on Antoine Dansaertstraat in Brussels was evacuated, after which two living rooms appeared. The goal: an unexpected pop-up event that would generate media attention and engage consumers. For two days, artists Herr Seele and Denis Meyers created art with Levis paint, which was then auctioned for charity during Music For Life. The event was extensively covered in the media on VRT and VTM, as well as in national newspapers.

King George never says no to a pop-up. As an activation for the launch of a new Ambiance collection for both press and influencers, King George set up a pop-up as a creative hub on Brouckère Square in the heart of Brussels. More than 30 influencers received an invitation to do something related to creativity in fashion, food, and design during the 60 days the house was open. Influencers like Sofie Valkiers, Wim Ballieu, and Tiany Kiriloff organized events there for their social followers. The result was a lot of media attention in print and online. King George’s successful idea was repeated in Amsterdam in the form of ‘Flexa House’ – the counterpart of Levis in the Netherlands.

More digital, more human. From this vision, Levis True Colours was born. By allowing creatives from various sectors to speak, we showcase the brand in a different light. Fashion designers, designers, artists, interior architects… they all talk in an interview about how color plays a prominent role in their lives and work. Each interviewee creates their own Levis color palette, with which they aim to inspire others. In this way, we subtly connect Levis as a brand through a personal and non-commercial story.