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Levi’s encourages consumers to live with optimism in new Ramadan spot

Levi’s has launched a regional integrated Ramadan campaign, featuring the idea of “Hidup Positf”, which aims to encourage consumers to live with purpose and optimism.

Conceptualised by FCB Jakarta, the campaign is centred on the brand insight of authentic self-expression and focuses on the change of mindset and behaviour, which is an important part of the Ramadan experience. The campaign will run in Malaysia and Indonesia in cinemas, retail stores and on digital platforms. It also features upcoming music artists Daiyan Trisha from Malaysia and the Indonesian band BATIGA.

According to Eleanor Chin, senior marketing manager, Southeast Asia, the brand’s values of authenticity, positivity, courage, optimism are in sync with the values relevant during Ramadan. It wants to drive a genuine connection with consumers in Indonesia and Malaysia, and give them a strong reason to adopt Levi’s for their Ramadan moments.

“Ramadan is a time introspection and discovery. It’s also a time about actively making improvements and changes in your life and your surroundings. Using this insight and our brand platform of inspiring authentic self- expression every day, we use our influencers to seed the idea of how simple change in perspective can lead to good things,” Sony Nichani, MD, FCB Jakarta, said.

FCB Jakarta’s ECD Ravi Shanker said that the execution focuses on how simple it is to spread positivity in a cynical word through small actions. Using inspiring music and visuals, the execution covers the journey of protagonists who move with purpose to be the change they want to see, he said.

“They encourage us to look at the bright side of every situation and express unrelenting optimism to life. Candid and authentic execution helps us make Levi’s avoid clichés and cut through the clutter. We also have created unique style inspiration videos reflecting Ramadan moments, which are produced for the platform that are extremely engaging and attention grabbing,” Shanker added.

Check out the video here:

Campaign credits:

Senior marketing manager for Levi Strauss SEA: Eleanor Chin
Marketing manager for Levi Strauss Indonesia: Adhita Idris
Marketing manager for Levi Strauss Malaysia: Jennifer Chan
Levi’s director of brand environment for AMA: Carlos Collins

Agency: FCB Jakarta
Executive creative director: Ravi Shanker
Managing director: Sony Nichani
Creative group head: Jovita Damiani
Art director: Fahad Mecca
Head of digital: Chetan Shetty
Account director: Dian Putri
Agency producer: Yuannita Pancaarini

Production house: Making Name
Film director and photographer: Ithyle Griffiths
EP: Anand B Krishan Singh and Minda
DOP: Roni Arnold
Art director film: Ichlas Yanuar Putra
Sound engineer: Jacko
Offline editor: Dino
Line producer Nindy Kharisma

Music composed: Universal Music Indonesia with Batiga
Music producer: Sugio Dwinanto Wibowo
Performed by: Daiyan (Malaysia) and Batiga (Indonesia)

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