Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

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

share on

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.https://vimeo.com/116219898Brand 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.[gallery link="file" ids="79264,79265,79266,79267,79268,79269,79270,79271,79272"]Credits:Project Name: Live in Levi's CNY CampaignCreative Agency: FCB SHANGHAIClient: Levi’sExecutive Creative Director: Andy ChanDeputy Executive Creative Director: Alvin LimCreative Director: Tiger ChenArt Director: Ashley ChinCopywriter: Party ZhangDirector: Chris SearlDirector of Photography: Chris SearlAgency Producer: Robin ChenGeneral Manager: Josephine PanSenior Account Director: Mung NgSenior Account Executive: Dennis ZhangMedia Agency: OMD

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window