Look Hot. Keep Cool. Live in Levi’s®
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: http://youtu.be/fPhzp2dCC50
Find out more about Levi’s® Cool collection on: www.levi.com.cn
Project Name: Live in Levi’s® Cool Campaign
Creative Agency: FCB WEST / FCB SHANGHAI
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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Senior Marketing Manager, FCB Greater China
With more than 140 years of communications expertise, FCB’s worldwide network spans 120 offices in 80 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit www.fcb.com.