Levi's taps 141 for Redloop BTL

The campaign marks the first time that the jeans giant's Asia-Pacific arm has engaged a specialist for below-the-line, with 141 Worldwide assigned to handle the campaign out of the agency's Singapore office. Featuring the campaign tagline 'It's in your blood', the drive attempts to define a mind state of being effortlessly sexy and stylish, in order to appeal to urban men who appreciate simplicity, but also prefer superior workmanship and detailing. The campaign includes ambient advertising, in-store branding and promotion, outreach events and public relations. "This is the first time our Asia-Pacific office has engaged a specialist for below-the-line communications, instead of adapting from our above-the-line materials," explained Levi Strauss regional vice-president for the Levi's brand Steve Castledine. "(141) has demonstrated local understanding of diverse Asian markets and the ability to transform consumer behaviour, particularly at the decision-making moment." The campaign covers 12 markets -- Hong Kong, Taiwan, Korea, China, Philippines, Malaysia, Pakistan, India, Indonesia, Singapore, Thailand and Vietnam. So far, Singapore, Malaysia and Korea have already launched, with additional above-the-line components running in Malaysia and the Philippines. The Redloop range claims the 'edgy fashion and vibrant lights' of Manhattan as its inspiration, and includes jeans, trench coats, blazers and peacoats in the collection. It is designed for a 'dressier' occasion, using premium and other superior fabrics. sm