Scanner plays pivotal role in new Levi's ads

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