The campaign crafted by BBH Asia-Pacific and London marks the final global campaign for the brand, as it prepares to part ways with Levi Strauss & Co in Europe and Asia, ending a 28 year relationship.
The new line, Levi’s Curve ID, utilises a revolutionary fit system based on shape instead of size. It was developed following in-depth global research on 60,000 women's body types.
The designers identified three distinct body types that account for 80 per cent of women’s shapes universally. New products include Slight Curve (designed to celebrate straight figures), Demi Curve (designed to fit even proportions) and Bold Curve (designed to honor genuine curves).
The campaign includes ATL, print, OOH, retail display and instore point-of-sale executions, as well as a new TVC in selected markets scheduled to run from 10 August until October this year.
The brand appointed fashion photographer Peter Lindbergh to capture the character and personality of the three brand ambassadors including up-and-coming celebrities Lykke Li, Violet and Miss Nine.
Shot in Los Angeles, California, each artist selected a location they had an emotional connection with. We see Lykke Li in ‘Slight Curve’ at Venice Beach, Violet in ‘Demi Curve’ at Figueroa Terrace and Miss Nine in ‘Bold Curve’ outside the Avalon Club on Sunset Strip, where she performed as she rose towards her current international DJ status.
The final creative execution is set against the backdrop of urban Los Angeles including personal quotes alongside each visual offering insight into the mind of each artist.
“This campaign celebrates the confidence and courage of the Levi’s woman - inspiring, multidimensional and youthful, always believing in herself, what she does and what she wears,” said Shumone Chatterjee, VP for marketing at Levi’s Asia Pacific division based in Singapore.
“With Levi’s Curve ID, we are really changing the way women perceive their own body shape and shop for jeans. These are custom fit jeans that ‘love your body’ and let you style them with your own sexiness and personality, whenever and however you want to be,” he added.
A Levi’s Curve ID microsite lets women discover their own Curve ID through an interactive quiz and measurement process, providing close-up views of the jeans and incentives to visit the Levi’s store.
Levi’s will start rollowing out the Curve ID line in select retail stores in the US, Canada, Mexico, Brazil and retail locations in Asia and Europe throughout summer/ fall 2010.
Credits
Project Levi's Curve I.D.
Client Levi Strauss Asia Pacific Division,
Client team Agnes Tann, Shumone Chatterjee, Sebastian Billing
Creative agency BBH Asia Pacific & London
Creative directors Gustaf Torling, Steve Elrick
Copywriters Angie Featherstone, Steve Elrick
Art directors Eirma Webster, Gustaf Torling
Designers Edward Ng, Tomaz Goh
Planners Ayesha Walawalkar, Cherry Chan
Media planner James Sowden
Account servicing Frances Great, Joanna Yeo, Ngaio Pardon, Paisley Wright, Tom Murphy
Production house Lola Supervision
Producers Caroline Stridfeldt, Jo Borton, Kathrine Bruneflod, Michelle Tan
Photographers Peter Lindbergh, Terry Tsiolis
Re-touchers Laurent Philipe, DTouch
Exposure Print, online
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