Make your own rules after dark
February 8 2011, 11:19 am | | No Comments
TBWA\TEQUILA\ Hong Kong has created an online interactive movie, in which consumers can decide the course of their story. They make the “rules” after dark.
The campaign communicates that Levi’s has a trendy, black-themed, head to toe collection that is well suited for night out and party occasions. The aim is to be consumers top of mind when choosing party wear for the festive season. Using the after dark concept, it serves to reinforce the brand character of sexy, confident & free thinking. Sleep all day, party all night.
The campaign features youth that live like creatures of the night and being wild is in their blood. They don’t just enjoy the night, they rule it! The campaign had 3 million views in Youtube and Tudou within 1 month.