Levi's | Square Cut Your Colour. Your Sound | Regional

This campaign by BBH Singapore will appear in outdoor ads in key markets across China, Hong Kong, Indonesia, Malaysia, Philippines and Taiwan. The rest of Asia will experience the campaign through below-the-line executions.

The Levi's ‘Your Colour. Your Sound’ website mixes fashion and music. The website has a music mixer function which lets people browse through the square cut denim line while enjoying a customised music soundtrack also available for download. Participants also receive a personalised ‘color code’ which will come in handy for future Levi’s promotions.

The print designs feature young people enjoying music in their own way. Some find themselves in sweaty mosh pits at concerts while others break dance to contemporary electronica.

Agnes Tann, director of marketing communications, engagement marketing and CRM at Levi's Strauss Asia-Pacific, said: “The inspiration behind the campaign is our innovative colour details in this season’s Levi’s square cut collection. We are tying it to the free thinking creative expressions of youth and their multidimensional music preferences.”





Credits:
Project Levi's Square Cut Colour Campaign
Client Levi's Strauss Asia Pacific
Creative agency BBH Asia Pacific
Regional executive creative director Steve Elrick
Copywriter Janson Choo
Digital creative director Shawn Loo
Digital copywriter Daniel Foo
Digital art director Jade Tomlin
Designers Edward Ng, Tomaz Goh
Planner Cherry Chan
Account servicing Frances Great, Joanna Yeo, Sophina Smith
Agency producer D or Tey
Production company Redorfe
Director of photographer Mathew Niederhauser
Editor & re-toucher Dave Phung, Procolor Imaging
Exposure Print, outdoor, online