| Title | AFTER DARK |
| Brand | LEVI STRAUSS (HK) |
| Product / Service | AFTER DARK COLLECTION |
| Category | B03. Interactive Film |
| Entrant | TBWA\HONG KONG, HONG KONG |
| Entrant Company: | TBWA\HONG KONG, HONG KONG |
| Advertising Agency: | TBWA\HONG KONG, HONG KONG |
| Production Company: | WORKSHOP Hong Kong, HONG KONG |
| 2nd Production Company: | THE LITTLE, HONG KONG |
| Name | Position |
|---|---|
| Mark Ringer | Executive Creative Director |
| Esther Wong/Betty Ho/Ken Hui | Creative Director |
| Mike Wu | Copywriter |
| Ken Hui/Jacqueline Hung/Joe Chow/Liou Ming | Art Director |
| Daisy Chan | Agency Producer |
| Florence Kong/Pauline Wong/Jennifer Li/Hagan Chan | Account Manager |
| Bbh Singapore | Planner |
In an ever competitive fashion market, Levi’s wanted to reach the youth market in Greater China with their new After Dark Collection, which featured party-appropriate looks in dark colors and slim cuts. Levi’s goal was to promote this party attire to boost sales during the festive holiday season when people are most likely to go out and celebrate. Their strategy was to create an interactive online platform that allowed teens to create their very own nighttime story. Levi’s created an online “Rule the Night” platform allowing users to create an original, tailored story stuff that happens at night like going on a date or to a club and even some stranger things.