Levi’s Kids for Little Toughies
Levi’s Strauss Asia Pacific presents the Levi’s Kids clothing range with “Little Toughies”, a print advertising campaign providing a fresh take on well known fairy tales and nursery rhymes: Invincible Humpty Dumpty, the Three Mischevious Little Pigs, Wicked Miss Muffett and Tough Jack and the Beanstalk. The objective was to communicate to parents the superiority of the products as long lasting, hardy clothes for children, while appealing to children’s sense of play in the role of heroes.
The Little Toughies campaign was developed at BBH Asia Pacific, Singapore, by executive creative director Steve Elrick, creative director Todd Waldron, art director Eirma Webster, copywriter Angie Featherstone, agency producer D’Or Tey, visualisers Loh Heng Loong and Ken Lee, account director Frances Great and account manager Lesley-Anne Johns, and illustrator Tye Sok Kuan. See close ups from the campaign Tye Sok Kuan’s blog post.