Title | LEVIS BALLET |
Brand | LEVI'S |
Product / Service | STRETCH TO FIT JEANS |
Category | B02. Consumer Products |
Entrant | DDB KOREA Seoul , SOUTH KOREA |
Entrant Company: | DDB KOREA Seoul, SOUTH KOREA |
Sales Promotion/Advertising Agency: | DDB KOREA Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Timothy Paradise | Tribal Ddb Korea | Creative Director |
Nahil Kang | Tribal Ddb Korea | Copywriter |
Timothy Paradise | Tribal Ddb Korea | Art Director |
Say-Hwan Kim | Tribal Ddb Korea | Senior Business Manager/Digital Producer |
Dawnsun-Kim | Tribal Ddb Korea | Senior Designer |
Jae-Lim Jeon | Tribal Ddb Korea | Junior Designer |
Jung-Min Choi | Tribal Ddb Korea | Technical Director |
David Meister | Tribal Ddb Korea | General Manager |
Adrian An | Ddb Group Korea | Ecd |
Levi's launched its global Go Forth campaign last year in Korea. But the campaign made little sense to the Korean audience. So we were tasked with creating a campaign that can increase sales for their Stretch-to-Fit jeans, and that could connect with the Korean audience in a unique, Levi's way.
Instead of focusing on a life-style type campaign, we knew we needed to dramatize the product attribute in a memorable way at as many touch points as possible. So we decided to partner with the Korean National Ballet to bring out the real beauty of our jeans: the Stretchability. With Korea's finest dance troupe, we created a mesmerizing ballet in denim on the streets of gritty, urban Seoul, to show the graceful stretchability of the jeans.
Overall, the campaign saw 2.1 million views in less than a two month period. People spread the word of the ballet via social media and within 6 days, the video saw 100,000 views on YouTube. To top it all off, the featured jeans sold out at record speed becoming the best-sold jeans in the month of April. The jeans also saw a 17% coupon redemption rate, the highest so far in the history of Levi's Korea. Looking at these results, the client was left without words simply saying: 'I take my hat off to you.'
Most fashion brands in Korea take the easy way out and use a celebrity face to endorse their products. In addition, Korea is a fast-paced, pop-culture addicted society where homogenous creativity remains the rule of thumb. We offered a breath of fresh air, a campaign far different from anything else. Most importantly we created a campaign that not only fascinated people, but connected them with the product.