Look Hot, Keep Cool & Live with FCB West & Shanghai's Levi's Campaign
Levi’s has launched the “Cool” campaign for its summer collection. Derived from the “Live in Levi’s” brand concept, the commercial captured the authentic moments of brand ambassadors Shawn Yue, a Hong Kong actor and singer, and Ai Fei (Ivy), a Chinese pop singer, having fun wearing their denim at summer parties.
The spot, which is based on the global campaign created by FCB West with the support of FCB Shanghai, brought China ambassadors Yue and Fei to Palm Springs and Los Angeles for the shoot. While demonstrating the functionality of the “Cool” collection – that even in the summer heat it can keep your body cool – the attitude and the authenticity are true to Live in Levi’s, and the Levi’s brand is recognized in a way that resonates with its target audiences.
Account Director: Rebecca Pollock, Meng Wu, Dennis Zhang
Account Executive: Lauren Geismar
Account Management: Hilary Eden
Copywriter: (Group Head) Silver Zhang
Creative Agency: FCB Shanghai & FCB West
Creative Director: Karl Dunn, Tiger Chen
Executive Creative Director: Andy Chan
Director: Nic McClean
DOP: Jake Stangel
Production Manager: Josephine Pan
Category: Clothing/fashion , Denim