ASIA-PACIFIC – HONG KONG, SEPTEMBER 8, 2010 – Early this month, Levi’s launched the Hong Kong arm of its global campaign for Levi’s® Curve ID jeans, a new fit system that flatters all shapes, regardless of size. The campaign, a celebration of women’s curves, targets young, fashion-savvy women who struggle to find the perfect jeans for their shape.
The launch event included a street team of models handing out tote bags and ID tags to claim one of the 200 Levi’s® Curve ID giveaways at select Levi’s locations throughout Hong Kong.
In addition to the launch event, TBWA\TEQUILA\Hong Kong extended the global campaign by inviting Hong Kong women to join a revolution to demand the perfect fit. This included the creation of three viral videos and a Facebook page, created by the agency especially for the Hong Kong market. Each video builds on a specific insight, highlighting Levi’s three new styles: Slight Curve, Demi Curve and Bold Curve.
Esther Wong, Group Creative Director commented, “These videos speak to insecurities and frustrations a lot of Chinese women face in terms of the clothing they wear. Women have compromised on jeans for a long time. Like Levi’s, we believe that every woman should have the perfect pair of jeans for her body. .”
The videos close with a call to action to “join the revolution” via a Facebook fan page that encourages women to upload photos of themselves which are then “revolutionized” with special effects, the end result being a poster which encourages other women to join the movement.
The campaign is also backed by PR efforts from Flare Communications, a local Hong Kong agency that spearheaded a celebrity photo project called “Levi’s® Curve ID Revolutionary Photo Gallery,” which has been curated by fashion photographer Paul Tsang and fashion icon Cindy Ko. The pair teamed up to create six new looks using Levi’s® Curve ID jeans for well-known celebrities in Hong Kong, including Hilary Tsui. The photos were displayed at Festival Walk.
The campaign, which runs until mid-October, also includes global print and online executions which feature the Curve ID® styles in more detail and encourage women to visit a Levi’s store to turn in their “unfit” jeans for a new pair of Levi’s® Curve ID’s.
