Levi's has launched a BBH-produced global creative campaign for its iconic 501 jean. The latest drive also marks the launch of another global campaign out of BBH Asia-Pacific, following the Chupa Chups work for Perfetti Van Melle that launched late in 2008. Following its ‘Live Unbuttoned’ campaign in 2008, Levi’s latest integrated drive is entitled - “Who do you want to unbutton?” and would feature print and outdoor ads, as well as in store point-of-sale materials and retail window displays. An online campaign has al
so been developed by OgilvyOne for the Asia-Pacific region featuring an interactive site with social networking elements.“With this campaign, we are taking the 501 re-launch to another level by pushing the limits of self-expression and challenging our consumers to embrace the uninhibited spirit of the iconic 501 jeans. We hope this encourages some form of emotional revelation from our consumers and throws away the restraints on expression,” said Agnes Tann, strategic brand planning director for the Levi’s brand, Asia-Pacific Division.Shot by award-winning photographer, Mark Seliger, the campaign is set to roll out first across Asia, followed by Latin America, over the next two months.BBH Asia’s regional executive creative director Steve Elrick added: “Mark is one of these guys who is on every agency’s wish list. His reputation for capturing beautifully open and realistic portraits through his time at Rolling Stone made him the perfect guy for this project. Good news for us - both he and Levi’s agreed. The team were ecstatic.”
so been developed by OgilvyOne for the Asia-Pacific region featuring an interactive site with social networking elements.“With this campaign, we are taking the 501 re-launch to another level by pushing the limits of self-expression and challenging our consumers to embrace the uninhibited spirit of the iconic 501 jeans. We hope this encourages some form of emotional revelation from our consumers and throws away the restraints on expression,” said Agnes Tann, strategic brand planning director for the Levi’s brand, Asia-Pacific Division.Shot by award-winning photographer, Mark Seliger, the campaign is set to roll out first across Asia, followed by Latin America, over the next two months.BBH Asia’s regional executive creative director Steve Elrick added: “Mark is one of these guys who is on every agency’s wish list. His reputation for capturing beautifully open and realistic portraits through his time at Rolling Stone made him the perfect guy for this project. Good news for us - both he and Levi’s agreed. The team were ecstatic.”
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