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Love Generations


JOIN IN. SPEAK UP. ACT NOW.

The 50th Anniversary of The Summer of Love

A Kontent Program For Levi’s

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Love Generations


JOIN IN. SPEAK UP. ACT NOW.

The 50th Anniversary of The Summer of Love

A Kontent Program For Levi’s

This year marks the 50th anniversary of The Summer of Love.  And the timing could not be better.

In the summer of 1967 over 100,000 young people converged in San Francisco’s Haight-Ashbury for what has become known as The Summer of Love.

Hippies. Flower children. Freaks. Peaceniks. The Love Generation. We now know these free thinkers as the counterculture, and they’re responsible for one of the 20th century’s most transformative cultural movements.

The Summer of Love was more then drugs, free love and rock ‘n’ roll.  It was the awakening of a generation of activists who fought for the environment, equality and peace.

Now more then ever America needs a good dose of The Summer of Love. 

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power to the people


power to the people


Deja vu.  America 2017 is not so different from America 1967.  

Modern Hippies pack your bags, it's time to head to San Francisco and join the new revolution.

This summer, 150,000 people are expected to trip to San Francisco and celebrate The Summer of Love 50th Anniversary.  Given the current political climate in America this anniversary is sure to resonate with generations globally and be heavily covered by the media and mentioned in social conversations. 

At Kontent Films we see this as an opportunity to harness the energy of the celebration to amplify the new counterculture movement – people who are working to make their communities better.

With the Levi’s roll out of the Summer of Love Collection, perhaps there is a unifying media platform that further resonates with The Summer of Love anniversary and the current political climate.

Together, let’s make this the summer that ‘Love Generations’ unite to make a difference.

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come together


come together


“Love Generations” is a series of videos that brings together generations to celebrate the cultural and social influences of The Summer of Love.

What threads of influence did the counterculture have on the social, political and creative movements of today?  This series of short videos pairs up San Francisco locals with individuals from around the world to participate in The Summer of Love by exploring, and taking part in, the current climate of activism.

Together, they’ll work on a project to commemorate the spirit of the counterculture movement – with a modern twist. The two of them sharing something in common like art, music or the environment (to name a few) that will be the central theme for the project they take on.  

Where do we go from here?  While working, they’ll share their stories and thoughts on the social and political climates and leave the viewer with some tips and guidance to be an activist in their own communities. 

This might be the one time kids agree with the old timers.

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hippie modernism


hippie modernism


The Storylines

1. FLOWER POWER - FASHION (Series Set Up)

Pair a pop culture author from the summer of love era with Levi’s Vintage Clothing lead designer Paul O’Neil. Together they discuss the fashion, pop culture and the counterculture movement of The Summer of Love to set up the following video series. 

2. HIPPY SOUL - MUSIC

Pair a folk musician who played in a band back in the day with a young hip hop / rap musician of today who writes about current social issues. Together they create a folk rap mashup for the 50th anniversary celebration.

3. GET ON THE BUS - ART

Pair an artist who made posters and flyers with a young graffiti artist. Together they paint a wall on Haight Street for all the anniversary attendees to see. On the wall is an outline of Ken Kesey’s bus ‘Further’ for them to fill with art and slogans.

4. MOTHER KNOWS BEST - ORGANIC FOOD

Pair a food activist with a young organic farmer. Together they create a community garden in Golden Gate Park that actually feeds the community. 

5. GREEN IS CLEAN - SUSTAINABILITY

Pair an environmental activist with a young sustainable architect. Together they build a monument (sculpture) to honor the movement using recycled materials. The sculpture will be on display at Hippie Hill.

6. GO WITH THE FLOW - CONSERVATION

Pair up a Hippie bike advocate with a young member of the SF Bike Coalition. Together they organize a ride in Golden Gate Park. The twist is the Hippies dress like Millennials and the Millennials like Hippies.

 

ALTERNATE STORYLINES

7. POWER TO THE PEOPLE - POLITICS

Pair a Hippie community activist with a young SF politician who is fighting for the people. Together they draft a resolution for an SF issue like affordable housing or family hunger.

8. GOING TO SAN FRANCISCO - THE CELEBRATION

Pair a photographer who covered the Hippie movement with a young photo journalist. Together they shoot the June 4th gathering of the tribes in Golden Gate Park to be posted real-time to Instagram and become a gallery show in late summer.

9. HELL NO, WE WON’T GO! - ACTIVISM

Pair a documentary director with a young advertising (marketing) creative. Together they make an ad campaign for the counterculture movement (then and now).

Casting

We will cast individuals voicing their opinions and fighting for good using whatever medium they have chosen. The pairings will compliment and contrast each other for entertaining and informative interaction.

We can include appropriate social influencers Levi’s has current relationships with, like Vince Staples.

Locations

We will use locations in and around the Haight-Ashbury neighborhood and Golden Gate Park. 

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be there, or be square


be there, or be square


Brand Role

The Summer of Love and the Levi’s brand are San Francisco icons – Levi’s was there on Hippie Hill when it was all happening. 

Levi’s and the counterculture share the goal of giving back and believe that small actions can lead to big change. This video series reveals that authentic connection and reflects the thinking behind the Levi’s new Summer of Love collection – iconic re-creations of the past.

“Love Generations” with Levi’s will be an authentic tribute to The Summer of Love and an inspiration to young generations to keep making the world a better place. 

Social Interaction

New York, London, Tokyo. Take part in the celebration wherever you are by using the Levi’s Summer of Love Collection app to dress up like a Hippie and use #1967yourself to post your photo on the scrolling panoramic of Hippie Hill at levis.com. Be there and let your freak flag fly…while looking hip.

If I were a Hippie, I’d __________. Start your own movement by releasing your inner activist using the Love Generations placard maker to rally your friends and tell the establishment how you’d make the world a better place. 

Fillmore Concert Poster selfie-maker. Select art from the Levi’s Vintage Art Shop, inpired by the legendary Fillmore Auditorium free concert posters, and create your hippie-delic selfie.

Activation

Sweepstakes – enter to win a trip to attend the Summer of Love event and a complete Levi’s Summer of Love Collection wardrobe.

Distribution

We will work with the Levi’s brand team to develop a media and content distribution plan. 

Budget

A ballpark estimate: $60K - 80K per video based on storyline complexity. We recommend producing 4 - 6 videos (storylines) to realize the program potential. 

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we are experienced


we are experienced


Levi’s and Love Generations, groovy man.

Being San Francisco natives (and activists), we are pretty psyched about the approaching 50th Anniversary and the potential to link it with the current happenings of today. 

We created “Love Generations” to be that link.  Concieved with the goal to bring all generations, ethnicities, and genders together to celebrate and continue the movement started by the counterculture. 

And we could think of no brand more perfect than Levi’s to join us to take part in the festivities and be the catalyst for waking the inner-activist in all generations.

We think this is a groovy idea for you and will follow up to talk it through (and we promise not to use too much 60’s lingo).

Peace. Stay cool.

Ron and Mark

 
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get on the bus


get on the bus


About Kontent Films

We are a San Francisco based creative and production studio that makes films, TV shows, and branded content programs that invite audience participation.

Our diverse kollective of talent includes directors, producers, writers, designers and strategists (many of whom are award-winning advertising and marketing expats). Our work has screened worldwide and garnered its fair share of recognition.

Our mission as storytellers is to connect people with the ideas and beliefs that they find meaningful.  Yes, we know, it's a little hippy dippy, but true to who we are, and important for these times.

 

Selected Kontent Work 

“You’re either on the bus or off the bus,” Ken Kesey would tell his Merry Pranksters on the great bus trip. Well, we’re on the bus. Take a look at some of our projects that have the same vibe as the Love Generations program. 

Redford Center Art Of Activism

Ford American Idol Integrations