Brief Explanation

With 4-6 new collections pitched each year, Levi’s® must remain relevant while remaining true to brand values of originality and authenticity. We drew inspiration for this campaign from the new Square Cut Collection, named after classic pop songs. Looking to the Hong Kong music scene, we learned that HK music was dying of “karaoke diseases”, which cheesy, formulaic pop songs dominating the scene. Our challenge was to put jeans and (original) music together in a way that fully engaged our audience, while driving business growth and market leadership. Instead of using traditional one-way media, we created a non-traditional consumer engagement strategy to ensure the focused messaging.

The Brief

The objective of the campaign was to restore originality to the Levi’s brand in the eyes of youth with a multi-dimensional, immersive brand experience that reinforced Levi’s originality and put originality back into music.

How the final design was conceived

As part of the Levi’s® Square Cut “Soundwash” campaign, we created limited edition packaging inspired by laundry detergent. The playful, retro fonts overlaid the classic sunburst in an array of bright colours, paying homepage to vintage 1950s American packaging. Each coloured box corresponds to a different style of music, bearing a uniquely designed graphic representing “Hip Pop”, “Canto-pop”, “Pop’n Roll”, “Electro-Popica”, and “Popera”. These packs were featured in a specially designed laundry pop up store.

Indication of how successful the outcome was in the market

Total special edition package sell through rate up 125% in 4 days.