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Look Hot. Keep Cool. Live in Levi’s®

Press Release - Shanghai, 14 April 2015

Shanghai, April 14, 2015 – Levi’s® has launched the “Cool” campaign for its summer collection. Derived from the “Live in Levi’s®” brand concept, the commercial captured the authentic moments of brand ambassadors Shawn Yue, a Hong Kong actor and singer, and Ai Fei (Ivy), a Chinese pop singer, having fun wearing their denim at summer parties.

The spot, which is based on the global campaign created by FCB West with the support of FCB Shanghai, brought China ambassadors Yue and Fei to Palm Springs and Los Angeles for the shoot. While demonstrating the functionality of the “Cool” collection – that even in the summer heat it can keep your body cool – the attitude and the authenticity are true to Live in Levi’s®, and the Levi’s brand is recognized in a way that resonates with its target audiences.

The campaign runs until the end of June across Greater China.

Watch the video:
Find out more about Levi’s® Cool collection on:

Project Name: Live in Levi’s® Cool Campaign
Creative Agency: FCB WEST / FCB SHANGHAI
Client: Levi’s®
Executive Creative Director: Andy Chan
Creative Director: Karl Dunn
Creative Director: Tiger Chen
Group Head: Hui Ming Chin
Group Head Copywriter: Silver Zhang
Director of the Video: Nic McClean
Director of Photography: Jake Stangel
General Manager: Josephine Pan
VP Account Director: Rebecca Pollock
Account Supervisor: Hilary Eden
Account Executive: Lauren Geismar
Senior Account Director: Meng Wu
Senior Account Executive: Dennis Zhang

Category: TVC, Digital and In-store
Territory: Greater China

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Rannie Lin
Senior Marketing Manager, FCB Greater China
+86 156-1816-6405

About FCB
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