Levi's | Your Powerful Voice | Hong Kong

The jeans company’s latest initiative features up-and-coming Hong Kong bands Mr. and Rubberband and provides a platform for music lovers to produce their own music videos using tracks from the two bands. Visitors can use the existing special effects and pictures from the bands, or upload their own photos and messages to make the videos more original.

Each newly created music video will link to previous examples, generating what creative agency TBWA\Tequila claims will be the “longest online music video” ever. The duration of the music video will also reveal which band has the most support in the Hong Kong market.

Levi’s rewards people with coupons for their participation in this campaign. The event will conclude with an in-store mini concert with Mr. and Rubberband.

Managing director of TBWA\Tequila Hong Kong Joanne Lao said, "This campaign demonstrates how music can continue to excite the audience, as it invites them to participate in a way that let’s them be expressive and creative - it does not dictate, the brand  simply provides the platform."

"It’s not just the fact that Levi’s uses music, but it’s how Levi’s uses music to differentiate itself," Lao furthers.

The promotion is for the brand’s Square Cut jeans. It also encompasses mass media components including print, outdoor and TV advertisements. Levi’s is also organising music tours in universities around Hong Kong and in-store marketing activation activities.








Credits:
Project Your Powerful Voice
Client Levi's Hong Kong
Creative agency TBWA\Tequila, Hong Kong
Group creative director Esther Wong
Creative director Alvin Chung
Head of digital creative Betty Ho
Senior flash designer Joe Au Ieong
Web designer Michhy Tang
Lead flash developer Victor Norgren
Senior developer Liang Shu
Video producer Harry Yiu
Media agency OMD
Exposure Television, online, print, outdoor, in-store, event