Levi’s keep it in-store

• Levi's launch retail campaign
• Developed by BBH
• Markets new ‘Indigo range'

Singapore - Levi's is running an in-store retail campaign, developed by BBH, to market their new range of ‘Indigo' jeans from the Red Tab collection.

The campaign is titled ‘Indigo - A New Blueprint in Denim' and the creative concept follows the product inspiration of going back to basics and appreciating the beauty of denim.

"The current denim market mostly consists of denim jeans with excessive detailing and unnatural finishes. With Indigo, it's about appreciating the beauty of denim without those distractions," Agnes Tann, strategic brand planning director for the Levi's brand, Asia Pacific division based in Singapore.

The campaign visuals are shot by Simon Harsent, a New York-based photographer who has shot several campaigns for the Levi's brand over the years.