Levi’s has launched a new digital campaign specifically targeting Chinese market and dedicated to its ‘After Dark’ collection well-suited for night out/party occasions. ‘We Rule the Night‘ is the title of the campaign developed by Hong Kong-based TBWA and its Tequila division, which is Levi’s agency-of-record in Hong Kong for the Chinese and Hong Kong markets. By launching it, the jeans retailer targets youth aged 18-24.
youth marketing
On February 01, Umbro announced the launch of Umbro 1350 — a new global campaign to support the range of its off-pitch sports apparel. According to the blog of the football apparel manufacturer, this «collection…is inspired by the iconic ‘taping’ that featured on some classic kits in the 1970s» and represents a range of ‘Diamond icons’ to be worn both during the footbal game and off-the-pitch life.
The campaign was developed by Manchester-based Love Creative agency.
If you can’t push your principles forward in the society where you created them, go and set up a new community to promote them. Diesel presents the follow-up of its ‘Be Stupid’ movement, which totally supports the above-stated motto, by launching ‘Diesel Island’ campaign on its website and in prints. This is a story of young adults, who are bored of keeping to the principles of the world, where common sense rules. They landed on an island (bought, not obtained by war) to “start a nation from scratch, to take what is great from the countries we know and ditch what is bad, to re-write the laws, and to right social wrongs.” Quite an ambitious goal, isn’t it?
Levi’s has launched another promotional project related to music, travelling, amateur documentary and pioneering youth spirit. The 2011 Levi’s Roadwear campaign, which was developed by BBH Asia Pacific, merges the best traditions of the previous brand’s initiatives of this kind, including the viral spot ‘Guy Walks across America’ and ‘Norte a Sur: Una Ruta, 5 Experiencias,’ a TV series chronicling the journey of five American Latinos along the Pan-American Highway. The campaign is supported by an interactive story which builds on a road trip by Mermonkey band, three mates who embarked on their first-ever tour across the country. Their routes are mapped on the website www.levisroadwear.com/my, which is created in style of old cartographic pieces on which brands jeans models look like geographical objects.