Title | STUDS |
Brand | LEVI'S STRAUSS PHILIPPINES, INCORPORATED |
Product / Service | THE TAILOR SHOP |
Category | A06. Retail |
Entrant | GIGIL Taguig, THE PHILIPPINES |
Idea Creation | GIGIL Taguig, THE PHILIPPINES |
Production | BRAND NEW MEDIA Taguig, THE PHILIPPINES |
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 |
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.
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.
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.
The film was placed on Facebook (Oct. 18, 2018) and YouTube (Oct. 25, 2019).
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.