Who would have thought the out-dated GameBoy could evolve into a music instrument? Or illustrations with a dark undertone could become popular with young people. Chinese artists Sulumi and Yan Wei have made a name for themselves in the art world with edgy, spontaneous pieces such as these.
“The Asia-Pacific region was just teeming with passionate talent, particularly Beijing, which is an exciting hub in Asia for truly original talent,” explains Daniel Ko, copywriter of BBH Asia Pacific, the agency that led the project.
Dawei Sun (best known as Sulumi) is said to be part of the “new electronic music generation”. Sulumi is famous for creating his music with the simple music notes from a GameBoy.
Meanwhile, the 28-year-old Yan Wei, aka Kokomoo, started her career as an illustrator in an advertising agency. Famous for her ‘contrasts and contradictions’ art style, Yan is now independent from any industry and making it on her own.
Levi’s will be hosting events in China giving away exclusive CD samplers, specially-designed tote bags and more. Taiwanese musician Zhang Zhen Yue will also make an appearance for the campaign exclusively in China.
Beginning in China, the BBH Asia Pacific-developed campaign will spread across the region as the year progresses. Agnes Tann, strategic brand planning director of Levi’s Asia Pacific, says that Levi’s is aiming to capture the contemporary and free-spirited personality of consumers in Asia who are always looking for something new and different.
Modern Originals is a new product line from Levi’s, and the specific online section for the brand will be launched within Levi’s Asia Pacific site. To the question as to whether fashion brands have exploited the worlds of music and art, Ko claims that youth culture has long been in Levi’s DNA. “The trick is to keep the brand's voice honest, while presenting engaging and credible channels for interaction. Increasingly, it's less about ads and more about just really cool stuff, giving people the means and the channels to express themselves.”
.jpg)
.jpg)
Credits:
Project Modern Originals Fall/Winter 2009
Client Levi Strauss Asia Pacific Divison
Creative agency BBH Asia Pacific
Creative director Steve Elrick
Art director Hoon Pin Kek
Copywriter Daniel Ko
Planner Ayesha Walawalkar, Cherry Chan
Agency producers D'or Tey, Lesley Chelvan
Production company YYO
Photographer Li Qi
Editor & re-toucher Dave Phung, Procolor Imaging
Exposure Print, online, events, in-store
