BBH UNBUTTONS GLOBAL LEVI’S CAMPAIGN

BBH Asia Pacific has rolled out a new global creative campaign – this time fresh work conceived for the Levi’s 501 jean. This will be the second global campaign created by BBH Asia Pacific in the recent past, following the Chupa Chups work for Perfetti Van Melle that launched late last year.

As the next phase to the successful global ‘Live Unbuttoned’ campaign that launched in 2008, this integrated campaign is cheekily titled: “WHO DO YOU WANT TO UNBUTTON?”

The creative work, consisting of print and outdoor ads, in store point-of-sale materials and retail window display, is set to rollout first across Asia, followed by Latin America, over the next two months.

The visuals were shot in New York City by legendary, award-winning photographer, Mark Seliger. Seliger and is best known for his work as chief photographer for the Rolling Stone magazine – having shot over 100 covers for the title. He is currently on contract for Conde Naste Publications and regularly shoots for GQ, Vanity Fair and Italian Vogue

Said BBH Asia’s Regional Executive Creative Director Steve Elrick:  “Mark is one of these guys who is on every Agency’s wish list and his books are drooled over in every Agency library. His reputation for capturing beautifully open and realistic portraits through his time at Rolling Stone made him the perfect guy for this project. Good news for us – both he and Levi’s agreed. The team were ecstatic”.

“With this campaign, we are taking the 501 re-launch to another level by pushing the limits of self-expression and challenging our consumers to embrace the uninhabited spirit of the iconic 501 jeans. We hope this encourages some form of emotional revelation from our consumers and throws away the restraints on expression,” said Agnes Tann, Strategic Brand Planning Director for the Levi’s brand, Asia Pacific Division.

CREDITS

ECD: Steve Elrick

Creative Director: Todd Waldron

Copywriters: Todd Waldron/ Douglas Hamilton

Art Directors: Hoon Pin Kek/ Scott McClelland

Account Team: Frances Great/ Eugenie Yeo/ Lesley-Anne John

Account Planner: Gwen Raillard

Agency Producer: Rebecca So/ Michelle Tan

Print Production: Asmanic Yang