TBWA\Tequila\HK explores experiences for Levi’s

Levi’s has launched an online video campaign and online engagement drive to promote the new “Levi’s® Roadwear” Collection in China and Hong Kong. The campaign invites youth aged 18-24 to unleash their pioneering spirits and explore life beyond their comfort zone. Developed by TBWA\Tequila\Hong Kong, the viral online campaign uses celebrities Shawn Yue actor, and singer Denise Ho, putting them in real life situations of exploring the unknown.

Shawn Yue experiences being a sales representative at a Levi’s store where he faces some surprising challenges. Denise Ho, as a singer explores learning different aspects of music – including beat box, Chinese opera and making her own guitar. These are documented in entertaining videos demonstrating the spirit of the Roadwear Collection.

In Hong Kong, viewers are also encouraged to submit their own exploration videos online to win a tailor-made trip to Japan to explore life outside their comfort zone.

The videos will run on the social media platforms YouTube and Facebook in Hong Kong and Tudou in China, driving users to www.levisroadwear.com.hk and levis.tudou.com, respectively.