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...