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Levi’s freshens up for summer with Shawn Yue and Ai Fei

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Derived from the “Live in Levi’s” brand concept, Levi’s has launched a new “Cool” campaign for its summer collection, capturing the authentic moments of brand ambassadors Shawn Yue (余文樂) and Chinese pop singer Ai Fei (艾菲) having fun in their denim at summer parties.The spot, based on the global campaign created by FCB West with the support of FCB Shanghai, brought China ambassadors Yue and Fei to Palm Springs and Los Angeles for the shoot. It aims to demonstrate the functionality of the “Cool” collection – that even in the summer heat it can keep your body cool.https://vimeo.com/124895085[gallery link="file" ids="92035,92040,92037,92038,92041,92042,92043,92044,92045,92046,92047,92048,92049,92036,92050,92051,92052,92053"]The campaign runs until the end of June across Greater China.Credits:Project Name: Live in Levi’s Cool CampaignCreative Agency: FCB WEST / FCB SHANGHAIClient: Levi’sExecutive Creative Director: Andy ChanCreative Director: Karl DunnCreative Director: Tiger ChenGroup Head: Hui Ming ChinGroup Head Copywriter: Silver ZhangDirector of the Video: Nic McCleanDirector of Photography: Jake StangelGeneral Manager: Josephine PanVP Account Director: Rebecca PollockAccount Supervisor: Hilary EdenAccount Executive: Lauren GeismarSenior Account Director: Meng WuSenior Account Executive: Dennis Zhang

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