BBH campaign pushes Levi’s in high definition
The latest Levi’s Roadwear campaign by BBH Asia Pacific features a dynamic website which allows first ever high definition exploration of Levi’s products
The ‘Levi’s® Roadwear’ campaign is in essence a road trip across America featuring a cast of three band mates on their way to a much anticipated gig. The band’s experiences are candidly shot and supported by anecdotes that articulate the band’s boundary pushing spirit, adventurous vigour and unbridled optimism.
Consumers are able to zoom in on garments “mapped” with the campaign journey and uncover stories explaining the product design. Short and gritty films capturing spontaneous moments throughout the band’s road trip mark the trail and allow users to engage deeply with both the product and spirit of the campaign.
“We created a campaign that turned Levi’s jeans into continents. By navigating the rips and stains on the denim, you could unlock the stories that lie behind each and every mark. Traverse each of the ‘continents’ and you’ll piece together the story of an aspiring band and their ups and downs on the road to fame and fortune,” said Douglas Hamilton, copywriter, BBH Asia Pacific.
The campaign also includes a series of five print advertisements, in store activation, multiple consumer touch points, out-of-home media and retail executions.
The campaign was shot in Los Angeles by Sydney-based photographer Ben Sullivan.
CREDITS:
Creative Director: Steve Elrick
Creative/ production teams for specific pieces:
Print/OOH/Retail
Photographer: Ben Sullivan
Copy: Douglas Hamilton
Art Director: Adrian Chan
Designer: Tomaz Goh
Producer: D’or Tey
Production Company: Minnow 11/RP Represents
Digital
Copy: Douglas Hamilton
Illustrator: Kristal Melson
Producer: Amy Wong
Production company: Abant Works
Product Photography: Sam Tan
Video Production
Videographer: Jeycob Carlson
Post-Production: Freeflow
Account Management
Frances Great
Neil Small
Joanna Yeo
Midori Watanabe