Levi's | Modern Vintage | Regional

The new denim line mixes the goodness from centuries before with today’s design. The print ads show a snapshot of the vintage jeans design.

BBH Asia-Pacific has also developed a microsite with with extra information on the jeans. A section of the site asks visitors to upload ten photos of things that they see as key influencers over the next ten years. The site is set with a count down. By the end of the campaign, Levi’s will shut down the site and reopen it in 2020. It hopes to work as a 'time capsule' for people to look back on what they uploaded.

“What we wanted to illustrate in this campaign is that a pair of Levi’s never really goes out of style,” said head of account management Frances Great at BBH Asia-Pacific.




Credits:
Project Modern Vintage
Client Levi’s
Creative agency BBH Asia Pacific
Regional executive creative director Steve Elrick
Strategic planner Cherry Chan
Account servicing Frances Great, Sophina Smith, Joanna Yeo, Shuyun Tay
Print:
Copywriter Dave Thackray
Art director Paul Downs
Producer D'or Tey
Photographer Ben Sullivan
Production company RP Represents
Retoucher Chris, Procolor
Microsite :
Creative directors Noel Yeo, Shawn Loo
Copywriter Daniel Foo
Art director Jade Tomlin
Producer Amy Wong
Digital developer Noel Chan
Exposure Print, outdoor, online