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.
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The campaign runs until the end of June across Greater China.
Project Name: Live in Levi’s Cool Campaign
Creative Agency: FCB WEST / FCB SHANGHAI
Executive Creative Director: Andy Chan
Creative Director: Karl Dunn
Creative Director: Tiger Chen
Group Head: Hui Ming Chin
Group Head Copywriter: Silver Zhang
Director of the Video: Nic McClean
Director of Photography: Jake Stangel
General Manager: Josephine Pan
VP Account Director: Rebecca Pollock
Account Supervisor: Hilary Eden
Account Executive: Lauren Geismar
Senior Account Director: Meng Wu
Senior Account Executive: Dennis Zhang