ASIA-PACIFIC – HONG KONG, February 2012: Levi Strauss & Co. brand dENiZENTM teams up with JWT Hong Kong and Shanghai to present an online reality series called "We Are Explorers." Said to be the first of its kind, the campaign aims to fuse two passions of today’s youth: travel and design.
To be filmed in China, India, and Mexico, the campaign will send six young dENiZENTM Explorers from five different countries on all-expenses paid trips to exotic destinations in March and April in search of inspiration for a future range of dENiZENTM jeans.
Selected through an international casting call, participants will then embark on a travel itinerary packed with adventures, sightseeing, parties and most importantly, a series of challenges centered around creating new styles of denim based on their experiences.
The journey will be recorded by a video team as the participants blog about their experiences and will be available to the global audience.
The concept, created by JWT Hong Kong and JWT Shanghai, aims to empower the youth through various challenges.
"Youths today want to get out there and create something of their own, and meet new people from around the world. This is an exciting journey which encourages young people to break out, explore and start something new – which is exactly what dENiZENTM stands for," said Yeo Yang, chief creative officer, JWT Shanghai.
"We decided to bring young people together on a journey that instills courage – enabling them to explore new horizons and also express their creativity. With young people across the world digitally-connected, we want this campaign to be as inclusive and inspiring as our dENiZENTM brand jeanswear products," said Lance Diaresco, vice president, Marketing, Global dENiZENTM.
In 2011, JWT Hong Kong and Shanghai worked with Levi Strauss & Co. to create the dENiZENTM "Fit Out, Start Up" global brand message, launching a series of digital and print ads designed to motivate youth to express themselves and make a positive statement about their lives.
