BBH Asia Pacific uses old and new to create a campaign for Levi’s Modern Vintage Collection

BBH Asia Pacific has dug deep into Levis Strauss’ Archives and combined the best of the past with the modern day – to create a regional integrated campaign for Levi’s – the Modern Vintage Collection. The campaign, set to run across Asia over the next three weeks, takes original features from the Levi’s jean from as far back as the 19th century, and reintroduces them onto the new line of jeans. It consists of an above-the line print and an out- of- house campaign supported by a  Levi’s  microsite.

The print ads feature a fashion shot that showcases the new jeansagainst a black and white vintage jeans image. A section of the jean isripped from the vintage photos to illustrate how and where these partsfit into the new collection.

The microsite consists of a closeup of the entire collection as well as a ‘vintage’ feature – allowingusers to put together their personal future predictions by uploadingimages of 10 items they feel will be relevant key influences in 10years. Come 2020, the site will go live again, allowing consumers toreview their ‘time capsule’ in the new decade.

“What we wantedto illustrate in this campaign is that a pair of Levi’s never reallygoes out of style. We wanted to reflect how the rich heritage of Levi’sis still relevant to today’s fashion trends,” said Frances Great, Headof Account Management, BBH Asia Pacific.

“Levi’s is the onlybrand that can truly claim to have an illustrious archive that we canreach into for inspiration. The campaign allows us to reinterpret thebest of Levi’s jeans from the past – marrying vintage withcontemporary,” said Agnes Tann, Strategic Brand Planning Director forthe Levi’s brand, Asia Pacific Division, Singapore.

Credits – Regional Executive Creative Director: Steve Elrick. Strategic Planner: Cherry Chan

Microsite CreativeDirectors: Noel Yeo, Shawn Loo. Copywriter: Daniel Foo. Art Director:Jade Tomlin. Producer: Amy Wong. Digital Developer: Noel Chan