Tribal DDB utilises Korean National Ballet to launch Levi’s X to Korean consumers

Tribal DDB has developed a campaign for Levi’s to promote its new line of jeans ‘Stretch to Fit’ to the Korean market. The agency uses the beauty and movement of ballet to give the ultimate demonstration of the stretchability of the Stretch to Fit jeans. Levi’s partnered with Korea National ballet, using two up-and-coming ballet dancers, Kim Li Hoe and Lee Dong Hoon, choreographed by Hong Sejung.

A short film of a modern ballet on various street scenes in Seoul was created. Each part of Seoul features a different outfit that matches the respective scenery. The dance blends the styles of the dancers, offering a completely fresh spin on modern ballet, mixing elements of bboy and classical ballet.

An interactive site was also developed where users can explore the different outfits displayed, meet the ballet dancers, and challenge themselves to their ballet knowledge.

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 straight forward messaging we see day-to-day from other brands. Levi’s Korea tried to offer a new way of communication with our new product called ‘Stretch to fit’ jeans with Tribal DDB Korea. The agency came up with brilliant and unconventional idea under the international ‘Go Forth’ brand message and it’s been great working with them getting the campaign off the ground from start to finish.”