SINGAPORE: Levi's is launching a campaign across Asia that gives
everyone the opportunity to gain their moment of fame.
The "Everyone can be original" campaign is rolling out in Japan and
Taiwan and will soon appear in Singapore, Hong Kong, the Philippines,
Malaysia and Indonesia.
A giant scanner has been installed into Levi's flagship Tokyo store so
kids wearing Levi's can have their image taken.
It then prints out a life size poster to be used in-store and creates a
digital file so the image can be transmitted onto massive video screens
around the city.
To generate immediate awareness for the campaign, Bartle Bogle Hegarty
Singapore has created several 15-second TV commercials and magazine ads
using celebrity images taken with the giant scanner.
Chris Harris, chief executive of BBH, said it is important to use
alternative mediums.
"A lot of kids aren't learning about new things by watching TV anymore
instead they're hearing about stuff from the street, by listening to
music and so on.
"So we said let's do something that doesn't just work in print and TV,
but rather come up with a (campaign-able) idea that works in-store, on
the internet and generates word-of-mouth."
