FCB Jakarta creates a victory anthem for Levi’s Ramadhan ‘Wearing the Real You’ campaign

FCB Jakarta has developed a regional Ramadhan campaign for Levi’s which will run in Malaysia and Indonesia. Featuring upcoming artists, Daiyan Trisha (Malaysia) and Rendy Pandugo (from Indonesia), this music collaboration rallies style seekers to celebrate Ramadhan by ‘Wearing the Real You’.

“Ramadhan is about new beginnings and fashion plays an important role during this period.  We wanted to drive a genuine connection with our audience in Indonesia and Malaysia, and give them a strong reason to adopt Levi’s for their Ramadhan moments”, said Eleanor Chin, Senior Marketing Manager, SEA.

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The insight for the campaign came from the idea about Hari Raya being the Day of Victory.  “The concept of victory is very unique as it celebrates the victory of oneself, over oneself since it’s a time which leads to introspection and rejuvenation”, said Eldon Dcruz, Strategic Planning Director FCB Malaysia.

“Given that Levi’s as a brand stands for authentic self expression, the idea was to use music as a connector. A music colloboration with artists from Indonesia and Malaysia encourages youth to stay away from the negative values of anger, temptation, greed and instead embrace the positive, embrace the goodness and be authentic this festival”, said Ravi Shanker, ECD FCB Jakarta.

“To Live in Levi’s this Ramadhan would be to ‘Wear the Real You’.” Directed by Edy Khemod of Cerahati Productions, the music is composed by Edy and performed by Daiyan and Rendy.

Credits –

Levi’s: Eleanor Chin (Senior Manager, Marketing SEA), Jennifer Chan (Marketing Manager, Malaysia), Adhita Idris (Country Head Marketing, Indonesia)