Levi's Engineered Jeans
To demonstrate Levi's originality we invited people to come to the Tokyo store and create their own original on the world's biggest photo copying machine. People came off the street, bought a pair of Levi's and climbed onto the copier to express their originality.
Takuya Kimura (Japan’s biggest star) kicked off the campaign. Other famous stars like Karen Mok followed. The library of images formed a gallery of the coolest people in town so everyone wanted to be part of it.
The scans were digitally stored, and instantly became dramatic point-of-sale posters, print ads, buses and billboards, as well as the raw material for TV advertising.
Client
Levi's
Service
In-store Activation
TV commercials
Print campaign
OOH
Awards
Media’s Agency of the Year Awards – Gold (Best Advertiser)
Singapore Creative Circle Awards – Silver (Multi Media Campaign)
Asian Outdoor Advertising Awards – Finalist (Best Poster)
Asian Outdoor Advertising Awards – Finalist (Best Photography)
Timeline
2001 as Senior Creative for BBH Asia Pacific
Levi's Engineered Jeans
“...one of the most innovative integrated ad campaigns of the year, it also resulted in Levi Strauss Japan’s highest recorded levels in all brand measures for a decade.”
“As key components of the campaign, Levi’s managed to include print, outdoor, POS, buses, internet, TV, in-store activity and the ubiquitous
i-mode in its promotional activity – and on a very small budget.”
“The Levi’s campaign… deserves praise on many fronts, for its originality mainly, but also for managing to cross the divide into mass media marketing while maintaining a cutting edge feel to the campaign.”
Campaign Posters / Print / OOH
