Advertiser: LEVI'S
Agency: DDB KOREA
Category: Durable Goods
Advertising campaign: LEVI'S BALLET
Film Director: Jaechul Lee (Alpha Ville)
Account Manager/Digital Producer: Sayhwan Kim (DDB Group Korea)
Senior Strategic Planner: Andreas Krasser (DDB Group Korea)
Junior Art Director: Jaelim Jeon (DDB Group Korea)
Developer: Jungmin Chae (DDB Group Korea)
Creative Director: Timothy Paradise (DDB Group Korea)
Senior Designer: Dawnsun Kim (DDB Group Korea)
Senior Creative: Nahil Kang (DDB Group Korea)
Implementation
We decided to free ourselves from K-Pop celebrities and photo studios, to find a different kind of star and a different kind of stage. We partnered with the Korean National Ballet's finest ballerina and ballerino, made the city of Seoul our stage, broke the rules of traditional ballet, and let the dancers shine in denim.
Client Brief Or Objective
In 2012, Levi's Korea approached us with the request to promote their new Stretch-to-Fit jeans in a very different way. In a pop crazy market, where almost all fashion brands wait in line for A-list celebrities endorsement, Levi's wanted us to create a campaign that really stood out from the fashion advertising clutter.
Relevancy
We partnered with the Korean National Ballet to bring out the real beauty of the jeans - the stretchability - and created an original ballet in denim as the ultimate product demo.The ballet was showcased from TV to online where consumers could interact with the collection, discover the lives of the dancers, test their ballet knowledge, and receive a coupon on their mobile phone that could be redeemed at any Levi’s store in Korea. We also brought the ballet in the windows of Levi’s stores, and let people try out ballet with the jeans in the fitting rooms.
Outcome
The campaign saw 2.1m views in two months. People spread the word via social media and within less than a week, our video already had more than 100,000 views on YouTube; all of that, only through the power of word of mouth. To top it all off, the featured jeans sold out at record speed becoming the best-selling jeans in the month of April. When the campaign ended, the National Ballet saw the highest attendance in its recorded history, and our original track was requested so many times, we had to put it for sale on Amazon and iTunes.