BBH taps China’s underground talent for Levi’s
BBH Asia Pacific has launched a regional integrated campaign for Levi’s®, featuring a selection of China’s growing breed of underground artistes. The ‘Modern Originals’ campaign launches in China this week and is set to run in ten markets across the region by the first week of October. Central to the campaign are the musician Sulumi and illustrator Yan Wei, who themselves are for known for their modern, original interpretations.
Hailed as the Chinese godfather of 8-bit music created by GameBoymachines, Sulumi enjoys a passionate following among young electronicmusicians in China and around the globe. Yan Wei, alias Kokomoo,embraces influences ranging from manga/anime and comics, to street artand paintings, with cute and somewhat dark undertones. Both artistesare captured mid-creation, surrounded by their tools of art, lending toan edgy, spontaneous moment.
“We decided to choose real,fresh talent from the dynamic underground scene in China to capturewhat it means to be original. The creations of Sulumi and Yan Wei add afresh spirit to the campaign,” said Frances Great, Head of AccountManagement, BBH Asia Pacific.
Music and artwork especially crafted for Modern Originals range can be downloaded at http://www.ap.levi.com/.
Campaign Credits:
Project name: Modern Originals Fall/Winter 2009
Client: Levi Strauss Asia Pacific Divison
Creative agency: BBH Asia Pacific
Creative director: Steve Elrick
Art director: Hoon Pin Kek
Writer: Daniel Ko
Planner: Ayesha Walawalkar, Cherry Chan
Agency producer: D’or Tey / Lesley Chelvan
Production house: YYO
Photographer: Li Qi
Editor/Re-toucher: Dave Phung @ Procolor Imaging
2 Comments
There was a time when BBH did Levis ads which didn’t just present an idea, they were smart and on the cutting edge of cool. The black & white 501 print ads with handwritten type, the blind man commercial….they were seminal. These ads are a great example of an idea with no soul…they are so sterile and emotionally detached….sounds like a planner might have suggested them to illustrate a point and the creatives just went along with it.
Yip. Agree. No idea. Bland. Dull. Uninspiring. Next?