Tribal DDB uses ballet to showcase Levis Stretch to Fit in Korea

The agency decided to use the beauty and movement of ballet to demonstrate the jeans 'stretchability'. 

A short film featuring a modern ballet dance, choreographed by Hong Sejung and performed by two up-and-coming ballet dancers, Kim Li Hoe and Lee Dong Hoog, was shot on various locations around Seoul. Each scene was matched to a different outfit, and the dance mixed elements of modern ballet with b-boy and classical ballet. 

The film was posted on YouTube and also on an interactive site that allows users to explore the different outfits, meet the ballet dancers and take a quiz on ballet. 

The campaign will run across online media, magazine advertorials, outdoor, and in-store media.

Tom Lee, consumer marketing manager, Levi's Korea said, “The world is full of advertising and consumers are sick of the plain and straightforward messaging we see day-to-day from other brands."

This campaign is unique and in line with Levi's international 'Go Forth' brand message, Lee added. 

Credits

Client Levi's
Creative agency Tribal DDB Worldwide                      
Account service Say-Hwan Kim
ECD Adrian An
Creative director Tim Paradise
Art Director Nahil Kang, Tim Paradise
Copy Writer Nahil Kang, Tim Paradise
Producer Say-Hwan Kim
Tribal Account Service  Say-Hwan Kim
Tribal Creative Tim Paradise, Nahil Kang