Levi's asks Chinese consumers to "Live in Levi's"

FCB Shanghai and Levi’s have launched a new “Live in Levi's” campaign in Greater China to coincide with Chinese New Year.

The brand wants to inspire consumers to live in the moment and appeal to the Chinese passion for life and self-expression, derived from the insight that young people spend the New Year by staying at home rather than going out to explore.

Brand ambassadors Shawn Yue, a Hong Kong actor and singer, and Ai Fei (Ivy), a Chinese pop singer, show an alternative to this traditional celebration in the campaign’s story-driven video and a series of print ads.

This demonstration of what it really means to “Live in Levi's” plans to combat the challenge of a lack of a jeans culture or emotional connection with denim in Greater China.

The campaign runs until end of February across Greater China.

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Project Name: Live in Levi's CNY Campaign
Creative Agency: FCB SHANGHAI
Client: Levi’s
Executive Creative Director: Andy Chan
Deputy Executive Creative Director: Alvin Lim
Creative Director: Tiger Chen
Art Director: Ashley Chin
Copywriter: Party Zhang
Director: Chris Searl
Director of Photography: Chris Searl
Agency Producer: Robin Chen
General Manager: Josephine Pan
Senior Account Director: Mung Ng
Senior Account Executive: Dennis Zhang
Media Agency: OMD