Levi's | Live Unbuttoned Fall 2009 Campaign | Asia-Pacific

The ‘Live Unbutton’ global campaign was released last autumn. Creative agency BBH Asia-Pacific latest spot moves away from the provocative “Who do you want to unbutton?” theme and takes on takes the campaign to the next level which Levi’s says evokes “tacit optimism and self confidence.”

The campaign engages at a personal level by inviting consumers to cut through the clutter of excess for their “most loved” things in life. “The latest Levi’s 501 campaign is about knowing what truly matters to you, cherishing the things you love, and doing away with the excess,” said Agnes Tann, strategic planning director for the Levi’s Asia-Pacific.

The campaign will officially roll out across Asia in September.









Credits:
Project Levi's 501 Live Unbuttoned Fall 2009 Campaign
Client Levi Strauss Asia Pacific Division
Creative agency BBH Asia Pacific
Regional executive creative director Steve Elrick
Art director Janson Choo
Copywriter Douglas Hamilton
Photographer Simon Harsent
Production house Pool Productions Sydney
Exposure Print, online, outdoor