Jenny Chan 陳詠欣
Sep 22, 2014

China lacks jeans 'culture'? Levi's declares otherwise

SHANGHAI - In the first piece of work for China since Levi’s shifted its account from Wieden+Kennedy to FCB globally this February, the brand attempts to persuade Chinese people to adopt the jeans brand as the de rigueur outfit for daily life.

China lacks jeans 'culture'? Levi's declares otherwise

Client: Levi's

Agency: FCB Shanghai

Markets: Greater China

Campaign scope: Online video, Weibo, WeChat , Instagram, Facebook and Twitter

Background: The new "Live in Levi's" campaign launched globally in July and hit China in localised form starting last week. Driven by TVCs starring Hong Kong actor Shawn Yue (余文乐) and Chinese pop singer Ivy (艾菲), it hopes to inspire more stories of people who "live in their jeans" with the hashtag #活出趣#.

Press release quote: Jeremy Chan (陈祖贻), marketing director of Greater China for Levi’s: “The brand influencers are true, authentic, and are naturally part of the 'Live in Levi’s(R)' concept. Shawn Yue has stayed true and authentic for all these years he has been acting and singing. Ai Fei has true musical talent, is authentic and has worked her way up to fame from humble beginnings. Heroes like Ai Fei and Shawn Yue are great individuals to help Levi’s to connect with the post-80s and 90s."

Comments: "Wear them, dare them, abuse them, share them, rock them, strut them, snap them, play them or shine in them," beseeches the brand. "One can do anything in a pair of Levi's. Just don't bore them." FCB Shanghai’s campaign idea tries to overcome the challenge of China having no jeans 'culture' and thus no emotional connection with either denim or Levi's. By attaching attitudinal attributes to the clothing material, FCB taps into the Chinese's need for self-expression and reasserts the brand's status in the jeans category. It is a broader execution than Wieden's previous fall campaign 'Let your body do the talking', which specifically targeted petite Chinese women.


Agency: FCB Shanghai
Chief Executive Officer: Edward Bell
Deputy Executive Creative Director: Alvin Lim
General Manager: Josephine Pan
Planners: Matthew Wilcox, Tommy Tai
Creative Director: Tiger Chen
Art Director: Ashley Chin
Copywriters: Rox Kan, Silver Zhang
Account Servicing: Mung Ng, Selina Yi, Darlene Huang
Creative Services: Joanna Goh, Ken Wang

Campaign Asia

Related Articles

Just Published

2 days ago

A spotlight night for Publicis Groupe, with Ogilvy ...

There was intense competition between Publicis' Leo Burnett and Ogilvy at the 2023 Southeast Asia AOY awards last night, with the former ultimately taking home the bulk of the metal haul.

2 days ago

'Special' night prevails over Motion Sickness at ...

Special Group steals the show with five Golds between both markets, while Kiwi challenger Motion Sickness racks up an impressive six awards, and Initiative leads the media pack.

2 days ago

Ogilvy and Mindshare split top APAC network awards ...

With four out of four Network metals in the bag last night, WPP took home all the coveted honours at this year's awards ceremony, hosted live from the glitzy Ritz-Carlton in Singapore.

2 days ago

Prime Video nabs first big agency partner as it ...

IPG Mediabrands will be the first media holding company to join forces with Amazon Advertising to access Prime Video ads.