Levi’s adds local personality into its global campaign - MARKETING Magazine Asia


Levi’s adds local personality into its global campaign

Farah Ann


(Marketingmagazine.com.my) – As extension of its global ‘Live in Levi’s’ brand campaign, Levi’s launched its local version of its ‘We are Original’ campaign featuring 21 Malaysian personalities from various fields.

A blend of new faces and legendary stars, the Malaysian version of ‘We Are Original’ personalities include YouTube kings Jin Lim and Rueben Kang, sport’s star Farah Ann, budding songstress Poova and legendary rockstar Amy Search.

“The people who wear Levi’s have always been the inspiration for our brand. The intention of this campaign is to celebrate how the world “Lives in Levi’s®’ by blending storytelling with social media on a global scale.

“As an advocate of originality and authenticity, ‘WE ARE ORIGINAL’ captures the collective power of diverse individuals and what it means to wear denim that is uniquely theirs.

“Levi’s® asserts denim leadership and cultural significance with iconic products that made the brand great and forever relevant,” commented Anitha Narayanan, Commercial Director of Levi Strauss Malaysia.

The campaign culminated with a celebration party on 20th May 2016, to honour Levi’s 501 jeans birthday.

Leading up to the celebration, Levi’s engaged consumers with activities curated by local personalities.

They included live painting sessions, locally themed iconographic patches created in collaboration with Malaysian artist and vouchers to win a one-of- a-kind Levi’s Tailor Shop customization.

As a play on its 501 jeans, the brand also launched its ‘5:01® Happy Hour’, where key updates and giveaways were announced online at exactly 5:01pm.

The agencies behind the campaign are Boldea (Creative), Skunkworks (Digital), C Creative Communications (PR) and OMD (Media).


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