碧昂丝与李维斯：这一合作如何将品牌推向新高度 1

1

[1] It's not every day that you get to start a conversation with Beyoncé, but that is where we're going to begin. So as Emma mentioned, last month you launched your "Reimagine" campaign with one of the world's most famous women and also a woman who is very selective about the projects she takes on.

显示译文▼

主持人：并非每天都有机会与碧昂丝开启对话，但今天我们就从这里开始。正如艾玛（《财富》杂志的高级撰稿人）所提到的，上个月您与全球最知名的女性之一共同发起了“重塑”活动，而这位女士对于参与的项目向来都十分挑剔。

2

[2] Now, it all started by the release of a song on her latest album called "Levi's Jeans." I want you to tell us about the day that you learned about the existence of that song, 'cause I imagine it was a pretty good day for you.

显示译文▼

这一切始于她最新专辑中一首名为《李维斯牛仔裤》的歌曲发布。我想请你讲讲得知这首歌存在的那一天，因为我想那对你来说应该是相当不错的一天。

3

[3] Yeah, it's sort of like a dream come true to have Beyoncé name a song after your brand. That's a once-in-a-lifetime moment. So, we did get a little whisper, literally just days before, not like months and months before, it was truly completely organic.

显示译文▼

米歇尔·加斯：是的，碧昂丝用我们的品牌名来命名一首歌，这简直就像梦想成真。这是一生仅有一次的时刻。所以，就在几天前，我们确实得到了一点风声，不是几个月前，真的是完全顺其自然。

4

[4] The backstory is that she's been a fan of the brand for decades, as we've been a fan of hers. Way back when, in the 90s, when she was part of Destiny's Child, believe it or not, we did outfit the group in Levi's. Way back then, we still have a pair of her jeans in the vault.

显示译文▼

背后的故事是，她几十年来一直是我们的品牌粉丝，而我们也一直是她的粉丝。早在90年代，当她还在天命真女组合的时候，相信你不会想到，我们当时就给她们提供过李维斯的服装。那时候，我们还珍藏着她的一条牛仔裤。

5

[5] And so that relationship has just been nurtured over time. So, she made this decision to name a song on her "Cowboy Carter" album, it's spelled L-E-V-I-S. I did have a lawyer ask if we were worried about the trademark infringement. I'm like, "Are you crazy? This is like a gift!"

显示译文▼

所以，这种关系就这样随着时间的推移而不断加深。所以，她决定在她的《牛仔卡特》专辑中用一首歌来命名，拼写是 L-E-V-I-S。确实有个律师问我们是否担心商标侵权。我当时就说：“你疯了吧你？这简直是份大礼！”

6

[6] But anyway, in all seriousness, we were all super excited. Once we learned it was going to happen, literally kind of days before, moved very quickly. We changed our handle⁽¹⁾ on all of our social media to represent the song, and then it just kind of went crazy.

显示译文▼

但不管怎样，说真的，我们当时都特兴奋。就在得知这件事即将发生，也就是几天前，我们行动得非常迅速。我们在所有社交媒体上都更改了用户名以代表这首歌，然后就彻底火了。
⁽¹⁾ handle 在社媒中尤为常用，它指的是用户在网站、论坛或社交媒体上的用户名

7

[7] Had you heard the song at that point? - Oh yeah, I mean, once it was released. As soon as it was released, though, not sooner. You don't have these moments very often, obviously, and so we really took the opportunity, once we saw the reaction and the popularity of the song, we thought, "Well, maybe there's something more here."

显示译文▼

主持人：你当时听过这首歌吗？ - 米歇尔·加斯：哦，是的，我的意思是，歌曲一经发布。不过，是歌曲发布之后，不是之前。显然，这样的时刻并不常见，所以我们真的抓住了这个机会，当我们看到这首歌的反响和受欢迎程度时，我们想：“也许这里面还有更多的东西。”

8

[8] A few weeks later, a couple of us, myself, our head of marketing, our chief marketing officer, and our chief product officer, had a dinner meeting in LA secretly, to talk to a couple of her key people and just sort of started to reimagine what was possible.

显示译文▼

几周后，我们几个人，我自己、我们的市场主管、我们的首席营销官和我们的首席产品官，在洛杉矶秘密地共进晚餐，与她的几位关键人物交谈，开始重新构想可能的发展方向。

9

[9] Literally, within weeks after that, we came up with Kenny is our chief marketing officer, him and the team came up with a big idea around this to actually.

显示译文▼

实际上，在那之后短短几周内，我们就确定了肯尼担任我们的首席营销官，他和团队围绕这个想法提出了一个重大构想。

10

[10] I mean not only is it Beyonce, but it actually pulls from the heritage of the brand. It's a remake of very popular ads from the mid-80s.

显示译文▼

我的意思是，这不仅是碧昂丝，而且它实际上还汲取了该品牌的传统。这是对80年代中期非常受欢迎的广告的重新演绎。

11

[11] So the wonderful thing about Levi's is we've got all this incredible heritage. So to take this and now move it forward with one of the world's biggest icons...

显示译文▼

所以李维斯（Levi's）品牌最棒的地方在于我们拥有如此丰富的传奇历史。所以现在我们要将这一传统与世界上最具标志性的品牌之一相结合，继续向前迈进……

12

[12] So all of this happened literally within five months, from the idea, to signing the contract, to weeks later doing the shoot. And here we are, launched.

显示译文▼

所以这一切真的只用了五个月的时间，从产生想法，到签订合同，再到几周后完成拍摄。现在我们已经上线了。

1

主持人：并非每天都有机会与碧昂丝开启对话，但今天我们就从这里开始。正如艾玛（《财富》杂志的高级撰稿人）所提到的，上个月您与全球最知名的女性之一共同发起了“重塑”活动，而这位女士对于参与的项目向来都十分挑剔。

显示原文▼

[1] It's not every day that you get to start a conversation with Beyoncé, but that is where we're going to begin. So as Emma mentioned, last month you launched your "Reimagine" campaign with one of the world's most famous women and also a woman who is very selective about the projects she takes on.

2

这一切始于她最新专辑中一首名为《李维斯牛仔裤》的歌曲发布。我想请你讲讲得知这首歌存在的那一天，因为我想那对你来说应该是相当不错的一天。

显示原文▼

[2] Now, it all started by the release of a song on her latest album called "Levi's Jeans." I want you to tell us about the day that you learned about the existence of that song, 'cause I imagine it was a pretty good day for you.

3

米歇尔·加斯：是的，碧昂丝用我们的品牌名来命名一首歌，这简直就像梦想成真。这是一生仅有一次的时刻。所以，就在几天前，我们确实得到了一点风声，不是几个月前，真的是完全顺其自然。

显示原文▼

[3] Yeah, it's sort of like a dream come true to have Beyoncé name a song after your brand. That's a once-in-a-lifetime moment. So, we did get a little whisper, literally just days before, not like months and months before, it was truly completely organic.

4

背后的故事是，她几十年来一直是我们的品牌粉丝，而我们也一直是她的粉丝。早在90年代，当她还在天命真女组合的时候，相信你不会想到，我们当时就给她们提供过李维斯的服装。那时候，我们还珍藏着她的一条牛仔裤。

显示原文▼

[4] The backstory is that she's been a fan of the brand for decades, as we've been a fan of hers. Way back when, in the 90s, when she was part of Destiny's Child, believe it or not, we did outfit the group in Levi's. Way back then, we still have a pair of her jeans in the vault.

5

所以，这种关系就这样随着时间的推移而不断加深。所以，她决定在她的《牛仔卡特》专辑中用一首歌来命名，拼写是 L-E-V-I-S。确实有个律师问我们是否担心商标侵权。我当时就说：“你疯了吧你？这简直是份大礼！”

显示原文▼

[5] And so that relationship has just been nurtured over time. So, she made this decision to name a song on her "Cowboy Carter" album, it's spelled L-E-V-I-S. I did have a lawyer ask if we were worried about the trademark infringement. I'm like, "Are you crazy? This is like a gift!"

6

但不管怎样，说真的，我们当时都特兴奋。就在得知这件事即将发生，也就是几天前，我们行动得非常迅速。我们在所有社交媒体上都更改了用户名以代表这首歌，然后就彻底火了。

显示原文▼

[6] But anyway, in all seriousness, we were all super excited. Once we learned it was going to happen, literally kind of days before, moved very quickly. We changed our handle⁽¹⁾ on all of our social media to represent the song, and then it just kind of went crazy.
⁽¹⁾ handle 在社媒中尤为常用，它指的是用户在网站、论坛或社交媒体上的用户名

7

主持人：你当时听过这首歌吗？ - 米歇尔·加斯：哦，是的，我的意思是，歌曲一经发布。不过，是歌曲发布之后，不是之前。显然，这样的时刻并不常见，所以我们真的抓住了这个机会，当我们看到这首歌的反响和受欢迎程度时，我们想：“也许这里面还有更多的东西。”

显示原文▼

[7] Had you heard the song at that point? - Oh yeah, I mean, once it was released. As soon as it was released, though, not sooner. You don't have these moments very often, obviously, and so we really took the opportunity, once we saw the reaction and the popularity of the song, we thought, "Well, maybe there's something more here."

8

几周后，我们几个人，我自己、我们的市场主管、我们的首席营销官和我们的首席产品官，在洛杉矶秘密地共进晚餐，与她的几位关键人物交谈，开始重新构想可能的发展方向。

显示原文▼

[8] A few weeks later, a couple of us, myself, our head of marketing, our chief marketing officer, and our chief product officer, had a dinner meeting in LA secretly, to talk to a couple of her key people and just sort of started to reimagine what was possible.

9

实际上，在那之后短短几周内，我们就确定了肯尼担任我们的首席营销官，他和团队围绕这个想法提出了一个重大构想。

显示原文▼

[9] Literally, within weeks after that, we came up with Kenny is our chief marketing officer, him and the team came up with a big idea around this to actually.

10

我的意思是，这不仅是碧昂丝，而且它实际上还汲取了该品牌的传统。这是对80年代中期非常受欢迎的广告的重新演绎。

显示原文▼

[10] I mean not only is it Beyonce, but it actually pulls from the heritage of the brand. It's a remake of very popular ads from the mid-80s.

11

所以李维斯（Levi's）品牌最棒的地方在于我们拥有如此丰富的传奇历史。所以现在我们要将这一传统与世界上最具标志性的品牌之一相结合，继续向前迈进……

显示原文▼

[11] So the wonderful thing about Levi's is we've got all this incredible heritage. So to take this and now move it forward with one of the world's biggest icons...

12

所以这一切真的只用了五个月的时间，从产生想法，到签订合同，再到几周后完成拍摄。现在我们已经上线了。

显示原文▼

[12] So all of this happened literally within five months, from the idea, to signing the contract, to weeks later doing the shoot. And here we are, launched.

1

[1] It's not every day that you get to start a conversation with Beyoncé, but that is where we're going to begin. So as Emma mentioned, last month you launched your "Reimagine" campaign with one of the world's most famous women and also a woman who is very selective about the projects she takes on.
2

[2] Now, it all started by the release of a song on her latest album called "Levi's Jeans." I want you to tell us about the day that you learned about the existence of that song, 'cause I imagine it was a pretty good day for you.
3

[3] Yeah, it's sort of like a dream come true to have Beyoncé name a song after your brand. That's a once-in-a-lifetime moment. So, we did get a little whisper, literally just days before, not like months and months before, it was truly completely organic.
4

[4] The backstory is that she's been a fan of the brand for decades, as we've been a fan of hers. Way back when, in the 90s, when she was part of Destiny's Child, believe it or not, we did outfit the group in Levi's. Way back then, we still have a pair of her jeans in the vault.
5

[5] And so that relationship has just been nurtured over time. So, she made this decision to name a song on her "Cowboy Carter" album, it's spelled L-E-V-I-S. I did have a lawyer ask if we were worried about the trademark infringement. I'm like, "Are you crazy? This is like a gift!"
6

[6] But anyway, in all seriousness, we were all super excited. Once we learned it was going to happen, literally kind of days before, moved very quickly. We changed our handle⁽¹⁾ on all of our social media to represent the song, and then it just kind of went crazy.
7

[7] Had you heard the song at that point? - Oh yeah, I mean, once it was released. As soon as it was released, though, not sooner. You don't have these moments very often, obviously, and so we really took the opportunity, once we saw the reaction and the popularity of the song, we thought, "Well, maybe there's something more here."
8

[8] A few weeks later, a couple of us, myself, our head of marketing, our chief marketing officer, and our chief product officer, had a dinner meeting in LA secretly, to talk to a couple of her key people and just sort of started to reimagine what was possible.
9

[9] Literally, within weeks after that, we came up with Kenny is our chief marketing officer, him and the team came up with a big idea around this to actually.
10

[10] I mean not only is it Beyonce, but it actually pulls from the heritage of the brand. It's a remake of very popular ads from the mid-80s.
11

[11] So the wonderful thing about Levi's is we've got all this incredible heritage. So to take this and now move it forward with one of the world's biggest icons...
12

[12] So all of this happened literally within five months, from the idea, to signing the contract, to weeks later doing the shoot. And here we are, launched.

碧昂丝与李维斯：这一合作如何将品牌推向新高度 1

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