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Jeanswear innovator introduces Your Colour. Your Sound
May '10
The Levi's brand rocks with a new creative campaign for its latest Levi's Square Cut Colour collection in Asia this summer. 'Your Colour. Your Sound', with its digital elements, evokes youth to express themselves through an engaging platform that fuses fashion and music. This approach reflects the fun and creativity of the innovative application of colour details to the ever popular Levi's Square Cut collection encourages youth to visually express their individuality with the colour that reflects their music lifestyle.

“The inspiration behind the campaign is our innovative colour details in this season's Levi's Square Cut collection. We are tying it to the free thinking creative expressions of youth and their multidimensional music preferences. Highlighting their strong sense of identity and personality with colours – and levering on an integral driver of youth lifestyle,” said Agnes Tann, Director, Marketing Communications, Engagement Marketing and CRM, the Levi's brand.

The key visuals for print capture Levi's youths in their favourite Square Cut denim, pushing the limits of self expression enjoying their music lifestyles. These include scenes of sweaty rock fans in the thick of a mosh pit, under the disco ball grooving to fun pop tunes, shuffling to the contemporary bits of electronica, and battling it out with break dance.

These are photographed in colour saturated settings to complement the detailings of the Levi's Square Cut jeans.

Musicians lending their grooves to the campaign have also been plucked from locations where youths hang out to enjoy music. This delivers the authentic vibes of being photographed in the moment.

The campaign is conceptualized by advertising agency Bartle Bogle Hegarty (BBH) in Singapore. It runs as out-of-home advertising in China, Hong Kong, Indonesia, Malaysia, Philippines and Taiwan and below-the-line for the rest of Asia.

The Levi's Square Cut Colour denim collection this season has a fresh look and attitude, as coloured optic elements – stitches, sundries, Two Horse patch and inside hem prints – stand out and play up each wearer's unique personality.


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