BBH taps China’s underground talent for Levi’s

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Levi2.jpgLevi3.jpgBBH 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.

Levi1.jpgLevi4.jpgHailed 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