JWT and XM-Asia launch major new integrated campaign for the dENiZen jeanswear brand
The dENiZEN™ brand, in partnership with JWT and XM-Asia have unveiled a digitally driven, fully integrated global Spring/Summer 2011 marketing campaign. The “Fit Out, Start Up” campaign is designed to inspire young dENiZEN™ consumers to pursue their passions and make a difference in their communities – in their great fitting dENiZEN™ jeanswear.
JWT Hong Kong and Shanghai, as well as XM-Asia, combined forces to create this fully integrated campaign consisting of film, digital, print, outdoor, in-store and website.
An interactive “Manifesto” film has also been produced to capture the spirit of the campaign. Featuring original rallying anthems created by musicians from Amsterdam and London, the film is a true reflection of the opportunities dENiZEN™ consumers have before them, and their call-to-action to make these possibilities real.
VIEW THE MANIFESTO FILM:
The website offers a section where people from around the world can create their own start ups, upload their video or photo creations to start a community and share their passion with others around the world. Videos and print ads will be created featuring these projects.
CREATIVE CREDITS:
Agency: JWT Hong Kong, JWT Shanghai, XM Hong Kong, XM- Asia Pacific
Brand Name: dENiZEN ™
Client: Levi Strauss & Co.
Break Date: April 2011
Exposure: Integrated Campaign (Film, Digital, Print, OOH, In-store)
Project Name: ‘Fit Out, Start Up’ Campaign
THE TEAM
Creative Directors: Raymond Chin, Charles Wong, Yang Yeo (Overall), Fei Wei (Digital), Tung Mun Hoe (Digital)
Art Directors: Moffee Chen, Daisy Zheng, Karen Li (Digital), Kevin Huang (Digital)
Copywriters: Raymond Chin, Ada Hu, Henry Lim, Simen Lv (Digital)
Digital Designers: Steven Liu
Planners: Wang Lei, Johan Wong (Digital)
Producer: Jane Zhang, Phoebe Fan, Chivel Miao, Liza Law, Akayi Hong (Digital)
Account Execs: Dana Ho, Dennis Lam, Rachel Liu, Joe Li, David Jessop, Shawn Ling (Digital)
Director: Nick Lim (Manifesto), Zhu Jing Jin (Viral films)
Production Company: Off-lo-hi (Manifesto), JQK Productions (Viral)
Production Producer: Jeannette Lee (Manifesto), Raymond Lucas (Viral)
Post-Production: Ping Pong (Manifesto), JQK Productions (Viral)
Editor: Henry Yim (Manifesto), Deng Xiao Xi (Viral)
Editing House: Ping Pong (Manifesto), JQK Productions (Viral)
Music: Massive Music (Manifesto), Giles Tully & Paddy Whalen (Viral)
Photographer: Jonathan Tay
Production Company: CLIQ Asia
Digital Artist: Low Meiling
2 Comments
I know there’s no such thing as a never-before-seen idea these days, but this is very close to a Sprint commercial done by Goodby in the US around 2007. You can view it here and make your own minds up:
http://www.youtube.com/watch?v=lW_9SYaWAQg
This is truly inspirational,
the idea here is bigger than any one single execution.
It is such a practical thing to do, having a platform for kids to start things and follow their dreams. Not many brands have the authenticity to do that.