The site -- www.ap.levi. com/freetomove06 -- follows the launch of the range in late 2005, supported by a BBH Singapore campaign around the theme 'Free to move'.
According to OgilvyOne Singapore executive creative director Pete Moss, the key objective of the site is to provide a level of visual and aural stimulation that would not leave the impatient 15- to 20- year-old audience bored.
According to OgilvyOne Singapore executive creative director Pete Moss, the key objective of the site is to provide a level of visual and aural stimulation that would not leave the impatient 15- to 20- year-old audience bored.
"We wanted our audience to see the clothes in action and with attitude. We were also conscious of the fact that these people don't like hanging around," said Moss. "They are very comfortable in the digital world and almost passive of anything that doesn't grab their attention or hold them up. So we built an experience that we believe is faster than them. A site that they have to keep up with."
Accordingly, the microsite challenges viewers to keep up, and eschews video in favour of still images and a rich soundtrack -- speeding up loading times considerably. Users rapidly race from one Asian city to another, where they can view the Levi's jeans in action. Clues embedded in the game offer the chance to win a pair of the jeans for people who find them the quickest.
"We wanted still images to keep the file size down and the speed up. Sound had to really bring a lot of movement and life to the experience," said Moss. "We also jumped onto the fact that more and more people wear headsets while browsing. These people will have a real ride."
The site also includes listings for 'Free to move'events. A dance workshop in Indonesia, for example, will allow consumers to learn dance moves from celebrities, choreographed by a US dance instructor. The collection, which marks the return of the Engineered Jean line, launched in late 2005 via a phased advertising campaign.
The latest stage of the initiative -- which rolled out last month -- is a print component that makes use of a photography technique called 'synchroballistic', showcasing movement in a novel way. Creative executions captured males, females and couples 'leaping free' -- which have also been extended to the site.
The print work was created by BBH Singapore and shot in Cape Town by South African photographer Crispian Alistair Plunkett.
