Targeting young people between 18 to 24 years old, Levi's new campaign stars celebrities Shawn Yue and Denise Ho.
The stars are filmed in real life situations to demonstrate the spirit of the Roadwear collection and shows Yue as a sales representative at a Levi's store and Ho as a singer.
Yue faces some surprising challenges whereas Ho explores learning different aspects of music, including beat box, making her own guitar and Chinese opera.
Viewers in Hong Kong are encouraged to submit their own 'exploration' videos online for the chance to win a tailor-made trip to Japan.
Videos will run on YouTube, Facebook and Tudou.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.png&h=268&w=401&q=100&v=20250320&c=1)