Levi’s this time works with Duke/Razorfish for the Curve ID ‘Digital fitting experience’ site. The site has called on Swedish electro star Lykke Li, British musician Pixie and DJ and model Miss Nine to give exclusive interviews on style and tips on how they find the perfectpair of jeans.
The site, available to 50 countries and in 20 different languages, comprises of a step-by-step measurement programme and a selection of interactive quizzes to calculate the right cut for visitors.
“Our goal was to create an online experience that stayed true to the company’s rich audio-visual heritage,” said Shumone Chatterjee, VP of marketing at Levi Strauss Asia-Pacific Division.
In America, the campaign runs a bolder slogan of 'All asses are not created equal'.
The campaign features real women in the gallery to illustrate how the three signature Curve ID cuts fit.
The project will soon launch on mobile in selected markets.
Levi's launched its Curve ID line globally in August. Hong Kong also kick started its own social media campaign on Facebook early this month.
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