BBH sees through Levi’s campaign

Singapore - BBH Asia Pacific has launched a Levi's print campaign aimed at supporting the launch of the Fall Winter Levi's Copper collection, with an X-ray creative striking a parallel between the jeans' reconstructed details, and the surgical metal plates used to reconstruct the human body.

The campaign is titled ‘An Original Reconstructured', and runs in print ads, in-store and BTL collateral, and launches in Singapore and Malaysia as the brand's Fall Winter 2007 product collections goes across Asia.

"We set out to create a bold and visually arresting campaign that would capture the attention of youth in Asia, and position Levi's Copper as a modern, confident brand," Frances Great, head of account management for BBH Asia Pacific said in a statement.