FCB Shanghai launch new “live in Levi’s” campaign to coincide with Chinese New Year
FCB Shanghai and Levi’s have launched a new “Live in Levis” campaign in Greater China to coincide with Chinese New Year.
The brand wants to inspire consumers to live in the moment and appeal to the Chinese passion for life and self-expression, derived from the insight that young people spend the New Year by staying at home rather than going out to explore.
Brand ambassadors Shawn Yue, a Hong Kong actor and singer, and Ai Fei (Ivy), a Chinese pop singer, show a fun alternative to this traditional celebration in the campaign’s story-driven video and serial print ads. This demonstration of what it really means to “Live in Levis” plans to combat the challenge of a lack of a jeans culture or emotional connection with denim in the Chinese market.