Fresh Levi's campaign goes green

Singapore - BBH Asia Pacific has launched a series of four ads to promote Levi's Premium Eco jeans which show the product being worn by plants and against a crumbling urban backdrop.

"Conscious that the new collection reaches out to fashion-aware Asian consumers looking for products that demand less from the environment, we strove to hit on a concept that marries urban cool with the green message. To achieve this, we found interesting locations across Singapore where buildings, or man-made structures, are slowly being taken over again by nature. And, to give another twist to the ads, the models are plants," Eugenie Yeo, account director for BBH Asia-Pacific said.

The campaign will mainly be in-store executions across Asia as well as in magazines in Malaysia. According to the agency, the approach of showing the product against the decaying backdrop with plants encroaching on man-made structures such - shows how the product respects the environment and lives harmoniously with nature, as one.