Developed by OgilvyOne, the campaign will run in Singapore from 1 December through the festive season.
Besides print, outdoor and online, the campaign will involve storefront displays at Takashimaya department store featuring real-life models instead of mannequins.
Besides print, outdoor and online, the campaign will involve storefront displays at Takashimaya department store featuring real-life models instead of mannequins.
“The new creative work is vibrant and quirky, so it will resonate with our consumers, just like last year when we first launched the ‘On4Life’ campaign,” said Gina Goh, division manager for Levi’s local distributor Jay Gee Enterprises. “The new campaign has the right marketing mix to reach young Singaporeans who are increasingly mobile and spend less time at home.”
Xavier Teo, interactive art director of OgilyOne, said: “Levi’s wanted to build on the successful ‘On4Life’ campaign last year. Previously we were saying that Levi’s are so comfortable you wouldn’t want to take them off. This year we’re saying that you should take care of your jeans in the same way you take care of yourself.”
The campaign visuals feature surreal twists on familiar washing care labels. The first ad shows a male model jumping into a swimming pool as his friends try to dissuade him. The caption reads: ‘For optimum colour, keep away from bleach’.
Another execution features a woman testing the temperature of her bath water, with the caption: ‘To keep your jeans squeaky clean, wash in warm water’.
A third ad shows a couple lying outdoors in drenched jeans. ‘For best results, lay flat to dry’, reads the strapline.
“We shot the ads in many different ways and the look was heavily processed to make them appear surreal. We wanted the ads to have local elements, but also have universal and timeless appeal,” said Teo.
An online campaign will be launched in conjunction with the print and outdoor work where consumers can take pictures of themselves with their RedTabs and upload them on to the ‘On4Life’ site to win Levi’s premiums.
With nearly 40 stores in Singapore, Levi’s is the leading denim brand with 80 per cent share of the market in 2006. Its competitors include Guess and CK Jeans.
Goh said: “We’re in a position to say that we create demand for denim. We come up with products that consumers don’t know they want until they see them.
“So the emergence of more brands into the jeans market simply shows that we have done our job well.”
