Denizen, JWT/XM roll out 'Fit out, start up' campaign

JWT was appointed the lead agency for the Denizen brand in December last year. The online campaign is the brand's first ever global ad campaign, to be rolled out in several countries during the next few weeks.

Entitled 'Fit out, start up', the campaign is designed to inspire young Denizen consumers to pursue their passions and make an impact on their communities, all while sporting their Denizen jeanswear. The fully integrated campaign features film, digital, print, outdoor, in-store and a website wherein people from across the globe can create their own startups, upload their video or photo creations to start a community and share their passion with others around the world. 

One of the video ads showcases Lichtfaktor, an artist collective group from Germany, who express their creativity by utilising light art.

An interactive film has also been produced to capture the spirit of the campaign featuring original rallying anthems created by musicians from Amsterdam and London. It reflects the opportunities that Denizen consumers have before them and their call-to-action to make these possibilities real.

"The campaign revolves around achieving a great fit (fit out) so that young Denizen consumers can feel confident and inspired, ready to start something in their community (start up). The campaign encourages these young consumers to join the Denizen movement and together create a brand that is by them and for them," explained Wang Lei, director of strategic planning at JWT Hong Kong.

"Our young Denizen consumers are always ready for action. Through this campaign, we want to empower them with great fitting Denizen denim that helps them make things and idea happen," said Lance Diaresco, vice-president of marketing for the Denizen brand.

"Tapping on the brand's sense of community, we want to use the campaign as a launch pad for consumers to act on their 'start up' ideas and inspire their communities," he added. 

Credits:

Agency JWT Hong Kong, JWT Shanghai, XM Hong Kong, XM-Asia Pacific
Client Levi Strauss & Co.
Project 'Fit out, start up' campaign
Creative directors  Raymond Chin, Charles Wong, Yang Yeo (Overall), Fei Wei (Digital), 
                                     Tung Mun Hoe (Digital)
Art director  Moffee Chen, Daisy Zheng, Karen Li (Digital), Kevin Huang (Digital)
Copywriter  Raymond Chin, Ada Hu, Henry Lim, Simen Lv (Digital)
Digital designers  Steven Liu
Planners  Wang Lei, Johan Wong (Digital)
Producer  Jane Zhang, Phoebe Fan, Chivel Miao, Liza Law, Akayi Hong (Digital)
Account execs  Dana Ho, Dennis Lam, Rachel Liu, Joe Li, David Jessop, Shawn Ling (Digital)
Director  Nick Lim (Manifesto), Zhu Jing Jin (Viral films)
Production company  Off-lo-hi (Manifesto), JQK Productions (Viral)
Production producer  Jeannette Lee (Manifesto), Raymond Lucas (Viral)
Post-production  Ping Pong (Manifesto), JQK Productions (Viral)
Editor  Henry Yim (Manifesto), Deng Xiao Xi (Viral)
Editing house  Ping Pong (Manifesto), JQK Productions (Viral)
Music  Massive Music (Manifesto), Giles Tully & Paddy Whalen (Viral)
Photographer  Jonathan Tay
Production company  CLIQ Asia
Digital artist  Low Meiling
Exposure  film, digital, print, OOH, in-store