BBH taps China's underground talent for Levi's

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 GameBoy machines, Sulumi enjoys a passionate following among young electronic musicians in China and around the globe. Yan Wei, alias Kokomoo, embraces influences ranging from manga/anime and comics, to street art and paintings, with cute and somewhat dark undertones. Both artistes are captured mid-creation, surrounded by their tools of art, lending to an edgy, spontaneous moment.
"We decided to  choose real, fresh  talent from the dynamic underground scene in  China to capture what it means to be original. The creations of Sulumi and Yan Wei add a fresh spirit to the campaign,"  said Frances Great, Head of Account Management, BBH Asia Pacific.

Music and artwork especially crafted for Modern Originals range can be downloaded at

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


Anonymous said:

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.

Anonymous said:

Yip. Agree. No idea. Bland. Dull. Uninspiring. Next?

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