The Work
Staff Reporters
Mar 8, 2011

TBWA launches online video campaign for Levi's Roadwear

HONG KONG - Levi's has released an online video campaign and engagement drive to promote its new Roadwear collection in China and Hong Kong.

wide player in 16:9 format. Used on article page for Campaign.

 

Targeting young people between 18 to 24 years old, Levi's new campaign stars celebrities Shawn Yue and Denise Ho. 

The stars are filmed in real life situations to demonstrate the spirit of the Roadwear collection and shows Yue as a sales representative at a Levi's store and Ho as a singer. 

Yue faces some surprising challenges whereas Ho explores learning different aspects of music, including beat box, making her own guitar and Chinese opera.

Viewers in Hong Kong are encouraged to submit their own 'exploration' videos online for the chance to win a tailor-made trip to Japan.

Videos will run on YouTube, Facebook and Tudou.

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