dENiZEN, introduced by Levi Strauss primarily as a brand for Asia-Pacific region, but later taken to the U.S. as well, has launched a new program targeted at ambitious young people, willing to spread the word about their start-ups. The brand is calling individuals and groups from China, Singapore, Korea, Pakistan, India and Mexico to come up with their inspirational and optimistic projects, which can benefit community in various areas, including filming, art, technology, music, sports or games. The most entertaining and smart entry will be selected by three judges and realized with the help of dENiZEN—so, it’s really worth trying.
To participate, fans have to upload material about their start-up (in photo or video format) from August 1 through October 31, supplied with a story behind it, revealing the essence of the project and its goals. The entries will appear on the website, where people will vote for the best projects. dENiZEN will award 5 most voted entrants with a $500 worth card for buying the brand products and name the Overall winner, which will get realized and “featured as one of the 2012 dENiZEN creative work on the basis of the Start-up idea,” so contestants also have an opportunity to become the official face of the brand. Obviously, the brand wants to continue the youth-focused strategy, started last year when it introduced a team of young bloggers, its ambassadors, from various areas, who supported the brand among consumers of their generation. In early summer, dENiZEN arrived in the USA with a campaign, which positioned it as a brand for the whole family for every day.
Photo: www.facebook.com/Denizen
The official arrival of dENiZEN to Mexico was celebrated with a grandiose party at the warehouse-turned-underground-nightspot, Patrick Miller in Mexico City on August 17. The party to welcome the youngest brand of Levi’s family in Mexico was organized as part of the D-5 marketing campaign, enriching traditional and somewhat boring approaches with the help of fashion, photography, video, music and design. For the party, the brand teamed up with young and talented creatives, including TOC TOC, “a group of young architects who reinterpreted the common experience of public transportation and designed the warehouse space with a ‘subway of the dENiZEN citizen’ concept,” the Latribu Filmes team, which came up with a projection of viral spots called “’TV a la carte,’ a dark room where guests could take neon motion photos and an interactive chalkboard ‘Social Network Wall,’” and a range of other pioneers from art, music and fashion, who contributed to the event with their works and performances. See more photos from the party on the brand’s Facebook page.
Photo: www.facebook.com/Denizen