Levi`s: That Levis® Didnt Create [Levi's Creative Aboard]

Credits & Description:

Agency: Omd China
Brand: Levis®
Country: China
Senior Digital Manager: Jessica Zheng
Business Director: Ivy Ye
Associate Planning Manager: Amber Yjw
Managing Partner: Deric Wong
Associate Strategy Director: Kate Wang
Senior Strategist: Sophie Lees
Synopsis:
Levi’s® rival Lee was gaining favor in lower-tier cities. For Levi’s® to hold onto its status as China’s leading denim brand, it needed to connect with Millennials in a meaningful way and make them understand Levi’s® brand purpose. This was the first time Levi’s® “We Are Original” campaign launched. Facing a huge brand perception problem amongst Chinese targets, we had to do something different. Giving consumers the chance to actually experience a brand’s essence is much more impactful than telling them. This campaign was designed and run by Levi’s® target audience! The wave of originality spread faster through peer groups than a regular ad campaign, and coming from Millennials themselves also carried a much more trusted message.