Levi's China turns up the 'volume of life' with quirky musical alliances

Levi's was a brand that went out of fashion among the Chinese youths, and became cool again by extensively partnering with music platforms and icons whom the youths had emotional attachments with.

Campaign details

Award show: ROI FestivalAward category: Video Creativity, Integration CommunicationsAward level: GoldBrand: Levi'sBrand owner: Levi Strauss & CoCampaign name: 'Volume Of Life'Agency: Arkr GroupIndustry category: Clothing and AccessoriesRelease date: August 2018 to April 2019Budget: RMB 5-10 millionCountry: China

Background

The diversification of clothing categories, the high frequency of fast fashion brands launching new collections and assortments, and fashion-forward movements have slowly affected the necessity of denim in the daily wardrobes of Chinese youths. They have gradually stopped wearing jeans, and...

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