The Levis Campaign that Levis Didn't Create

This campaign explains how Levi's, a fashion brand, engaged with Chinese youths by inspiring them to create their own version of the Levi's 'We Are Original' campaign.

Campaign details

Brand: LevisLead agency: OMD CHINARegion: APAC

Objective

Levi's has always been about its original and cool image, but the problem faced by Levi's in China was that Chinese Millennials believed the brand wasn't relevant to them.

Levi's fundamental issue was that the brand didn't excite or inspire Chinese youths. Levi's had lost its denim leadership to rival Lee in China's lower tier cities, putting it in a bad position for brand growth.

Our key aim was to connect and engage with Chinese youths in order to increase sales, particularly in lower tier cities....

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