Levi's unbuttons at newstands

Hong Kong - Levi's Hong Kong has launched a local version of the "Live Unbuttoned" global campaign to promote its 501 collection to teenagers.

To bring out the "Live Unbuttoned" theme of breaking the norm and be yourself, Levi's has launched a magazine execution with East Touch where limited editions of miniature new Levi's 501s are sold on specially created displays at newstands and 7-Eleven stores across Hong Kong.

The special editions of East Touch has spurred discussions in online forums as well as bidding on eBay at the price of $160 for the limited copies that were originally sold for just $15.

The campaign developed by TBWA\Tequila and OMD will also feature guerrilla street events in Causeway Bay so consumers can experience "Live Unbuttoned" and see the new 501 range.

The campaign includes adaptations of the global campaign from print, online advertising, outdoor and outdoor TV that will run until early October.