Levi's Curve ID brings fitting revolution to Hong Kong

Curve ID is reportedly the last large-scale campaign developed by BBH before parting with the apparel brand after 28 years. The Hong Kong extension of the campaign is led by TBWA Tequila Hong Kong.

Levi’s Hong Kong is calling a 'revolution to demand the perfect fit'. The TBWA network has created three viral videos and a Facebook page revealing the do's and don’ts for wearing jeans. Each video builds on a specific insight, highlighting Levi’s three new styles including slight curve, demi curve and bold curve. The videos will run across both Hong Kong and Chinese social media.

Women are also asked to join the 'revolution' on Facebook where fans can upload photos of themselves and add special effects to create a campaign poster to encourage others to join the movement.

Esther Wong, group creative director at TBWA, said, “These videos speak to the insecurities and frustrations a lot of Chinese women face in terms of the clothing they wear. Women have compromised on jeans for a long time.”

Flare Communications handles the PR for the Levi’s Curve ID Revolutionary photo gallery. The denim brand has invited fashion photographer Paul Tsang and fashion icon Cindy Ko to create six new looks with Curve ID.

The campaign will run until mid-October with global print ads and online displays.