STUDS

TitleSTUDS
BrandLEVI'S STRAUSS PHILIPPINES, INCORPORATED
Product / ServiceTHE TAILOR SHOP
CategoryA06. Retail
EntrantGIGIL Taguig, THE PHILIPPINES
Idea Creation GIGIL Taguig, THE PHILIPPINES
Production BRAND NEW MEDIA Taguig, THE PHILIPPINES

Credits

Name Company Position
Herbert Hernandez GIGIL Chief Creative Officer
Badong Abesamis GIGIL Chief Creative Officer
Raphe Ramirez GIGIL Copywriter
Jeano Cruz GIGIL Senior Copywriter
Jaime Yusingbo GIGIL Art Director
Greggy Gregorio GIGIL Content Manager
Micco Balana GIGIL Account Executive
Isabel Prollamante GIGIL Head of Accounts
Sasa Abella Freelance Agency Producer
Sig Bernardo Freelance Director
Tristan Salas Freelancer Director Of Photography
Sandra Santiago Brand New Media Editor
Mark Sangalang Freelancer Editor
Teddy Katigbak HIT Productions Musical Scorer
Roxanne Sipin Brand New Media Executive Producer
Kat Costas Levi's Philippines Marketing Director
Peej Tolentino Levi's Philippines Marketing Manager
Abby Avecilla Levi's Philippines Marketing Manager

Background

Levi's Philippines wanted to launch 'The Tailor Shop' with a digital film during the 2018 Christmas season. The shop is an in-store service in which any denim bought at Levi's can be customized.

Describe the creative idea

Because Christmas is celebrated in the Philippines in such a distinctly Filipino way, it was recommended that Levi's come out with a film that was emotional, and tell a story, for the first time in brand history, that unspools in a distinctly Filipino way.

Describe the strategy

Through the years, young Filipinos' brand love for Levi's has been diminishing. On top of the proliferation of newer retail choices, Levi's is seen as a "Daddy Brand"--an old brand that uses the usual and expected American images in its advertising.

Describe the execution

The film was placed on Facebook (Oct. 18, 2018) and YouTube (Oct. 25, 2019).

List the results

The film has chalked up 11 millions views, 225 thousand shares, 23.7 thousand comments, and 192 million impressions. Because of the film, Levi's after the campaign: *Scored +84 in brand health sentiment. *Gained +84 purchase intent among shoppers. *Experienced 15.6% sell-through growth vs. previous year. The film helped deliver +72% more revenue in 2018 vs. 2017 among Levi's stores with The Tailor Shop. The film was pivotal in making Levi's Philippines win the best holiday campaign award from Levi's Global, and "Outstanding Marketing Campaign" from the Outstanding Filipino Retailers Awards of 2019.

Links

Social Media URL