Shawn Yue and Denise Ho explore new experiences for Leviâ€™s Roadwear

HONG KONG – MARCH 2011 – Levi’s launched on March 7 an online video campaign and engagement drive to promote the new “Levi’s Roadwear” collection in China and Hong Kong targeting youth 18-24.

Developed by TBWATEQUILAHong Kong, the viral online campaign cleverly uses celebrities Shawn Yue actor, and singer Denise Ho, putting them in real life situations of exploring the unknown.

Shawn Yue experiences being a sales representative at a Levi’s store where he faces some surprising challenges. Denise Ho, as a singer explores learning different aspects of music – including beat box, Chinese opera and making her own guitar. These are documented in entertaining videos demonstrating the spirit of the Roadwear Collection.

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In Hong Kong, viewers are also encouraged to submit their own exploration videos online to win a tailor-made trip to Japan to explore life outside their comfort zone.

The videos will run on the social media platforms YouTube and Facebook in Hong Kong and Tudou in China, driving users to www.levisroadwear.com.hk and levis.tudou.com, respectively.

CREDITS

Project Name: Levi’s Roadwear Campaign

Creative Agency: TBWA\ TEQUILA\ Hong Kong

Client: Levi’s

Executive Creative Director: Mark Ringer

Group Creative Director: Esther Wong

Associate Creative Director: Ken Hui

Senior Copywriter: Mike Wu

Associate Art Director: Jacqueline Hung, Joe Chow

Photographer: Timon Wehrli from Red Dog Studio

Head of Digital Creative: Betty Ho

Senior Motion Art Director: Ming Liou