The 2011 Levi’s® Roadwear campaign, developed by by BBH Asia Pacific, features a dynamic website www.levisroadwear.com/my which allows high definition exploration of Levi’s products. The ‘Levi’s® Roadwear’ campaign is in essence a road trip across America featuring a cast of three band mates on their way to a much anticipated gig. Mermonkey’s experiences are candidly shot and supported by anecdotes that articulate the band’s boundary pushing spirit, adventurous vigour and unbridled optimism. Consumers are able to zoom in on garments “mapped” with the campaign journey and uncover stories explaining the product design. Short and gritty films capturing spontaneous moments throughout the band’s road trip mark the trail and allow users to engage deeply with both the product and spirit of the campaign.
“We created a campaign that turned Levi’s® jeans into continents. By navigating the rips and stains on the denim, you could unlock the stories that lie behind each and every mark. Traverse each of the ‘continents’ and you’ll piece together the story of an aspiring band and their ups and downs on the road to fame and fortune,” said Douglas Hamilton, copywriter, BBH Asia Pacific.
The campaign also includes a series of five print advertisements, in store activation, multiple consumer touch points, out -of -home media and retail executions.
The Roadwear campaign was developed at BBH Asia Pacific by creative director Steve Elrick, account team Frances Great, Neil Small, Joanna Yeo and Midori Watanabe. The print/out of home/retail campaign was produced by copywriter Douglas Hamilton, art director Adrian Chan, designer Tomaz Goh, producer D’or Tey, and Australian photographer Ben Sullivan via Minnow 11/RP Represents. The digital campaign was developed by copywriter Douglas Hamilton, illustrator Kristal Melson, producer Amy Wong, with product photography by Sam Tan at Avant Works.
Videos were produced by Jeycob Carlson. Post production was done at Freeflow.
Planning/engagement planning was done by Ayesha Walawalkar.