Levi's launches 'We rule the night' campaign for After Dark collection

The campaign is inspired by a group of fun-loving young people who thrive after the sun goes down. The new collection comes complete with Swarovski crystals on the back pockets, fit for night-time occasions.

Levi's has enlisted Shawn Yue, Hong Kong film's 'enfant terrible', and China's sophisticated actress Gao Yuanyuan as the spokespersons for the campaign.

The Greater China version of the campaign involved renowned Chinese photographer Chen Man and the country's edgy stylist Han Huohuo.

The duo portrays Yue and Gao in a mysterious scene of ambient light and moody surroundings, setting the stage for the young people – pale and sleek – as they move through the night with confidence and ease.

An interacting movie starring Yue and Gao goes live on the brand's website and YouTube from 15 December for one month.

Levi's claims this 20 to 30 minute long online interactive movie to be the first of its kind for any fashion brand.

TBWA Hong Kong and China are behind the campaign which also includes window display in Levi's stores and print ads.

Credits:

Project name Levi's "We Rule the Night" for After Dark Collection
Client Levi Strauss Greater China Division
Brief To introduce the Levi's® brand's on trend black themed holiday/winter collection well suited for day to night occasions
Global creative agency BBH Asia-Pacific
BBH 
creative director Ashidiq Ghazali
Creative agency for Greater China TBWA/Hong Kong and TBWA/China
Photographer: Chen Man
Media agency OMD
Stylist Han Huo Huo
Featuring celebrities Shawn Yue, Gao Yuanyuan