dENiZEN™ BRAND AND JWT/XM LAUNCH NEW CAMPAIGN FOR SPRING AND SUMMER THAT INSPIRES YOUNG PEOPLE TO ‘FIT OUT, START UP’
27 April 2011
HONG KONG, 27 APRIL 2011—Today, the dENiZEN™ brand, in partnership with JWT (J. Walter Thompson) and XM-Asia have unveiled a digitally driven, fully integrated global Spring/Summer 2011 marketing campaign.
The “Fit Out, Start Up” campaign is designed to inspire young dENiZEN™ consumers to pursue their passions and make a difference in their communities– in their great fitting dENiZEN™ jeanswear.
JWT Hong Kong and Shanghai, as well as XM-Asia, combined forces to create this fully integrated campaign consisting of film, digital, print, outdoor, in-store and website: http://www.denizen.com/.
An interactive film has also been produced to capture the spirit of the campaign. Featuring original rallying anthems created by musicians from Amsterdam and London, the film is a true reflection of the opportunities dENiZEN™ consumers have before them, and their call-to-action to make these possibilities real.
The website offers a section where people from around the world can create their own start ups, upload their video or photo creations to start a community and share their passion with others around the world. Videos and print ads will be created featuring these projects.
• One video showcases Lichtfaktor, an artist collective group from Cologne, Germany, who express their creativity with light art. The ad will spotlight their passion for environmental sustainability through a viral video campaign and print advertising.
• Li Wei, “zero gravity” artist from China, captures the collective energy and optimism behind the dENiZEN™ youth in the print ads.
Dennis Lam, Business Director, JWT Hong Kong said, “We are very excited to work with the dENiZEN™ brand as it expands its global footprint. We created a campaign tailored for today’s expressive youths, delivering a message on both the quality of the products as well as the inspiration for them to be the catalyst to make exciting things happen.”
“Our young dENiZEN™ consumers are always ready for action. Through this campaign, we want to empower them with great fitting dENiZEN™ denim that helps them make things and ideas happen,” said Lance Diaresco, Vice President, Marketing, for the dENiZEN™ brand. “Tapping on the brand’s sense of community, we want to use the campaign as a launch pad for our consumers to act on their “Start Up” ideas and inspire their communities. After all, emotion is the currency of brands.” JWT was appointed as the lead agency for the dENiZEN™ brand in December 2010.The online campaign marks the brand’s first ever global ad campaign, which will be rolled out over several countries during the next few weeks.
CREATIVE CREDITS: Agency: JWT Hong Kong, JWT Shanghai, XM Hong Kong, XM- Asia Pacific Brand Name: dENiZEN ™ Client: Levi Strauss & Co. Break Date: April 2011 Exposure: Integrated Campaign (Film, Digital, Print, OOH, In-store) Project Name: ‘Fit Out, Start Up’ Campaign
THE TEAM Creative Directors: Raymond Chin, Charles Wong, Yang Yeo (Overall), Fei Wei (Digital), Tung Mun Hoe (Digital)
Art Director: Moffee Chen, Daisy Zheng, Karen Li (Digital), Kevin Huang (Digital)
Copywriter: Raymond Chin, Ada Hu, Henry Lim, Simen Lv (Digital) Digital Designers: Steven Liu Planners: Wang Lei, Johan Wong (Digital) Producer: Jane Zhang, Phoebe Fan, Chivel Miao, Liza Law, Akayi Hong (Digital) Account Execs: Dana Ho, Dennis Lam, Rachel Liu, Joe Li, David Jessop, Shawn Ling (Digital)
Director: Nick Lim (Manifesto), Zhu Jing Jin (Viral films) Production Company: Off-lo-hi (Manifesto), JQK Productions (Viral) Production Producer: Jeannette Lee (Manifesto), Raymond Lucas (Viral) Post-Production: Ping Pong (Manifesto), JQK Productions (Viral) Editor: Henry Yim (Manifesto), Deng Xiao Xi (Viral) Editing House: Ping Pong (Manifesto), JQK Productions (Viral) Music: Massive Music (Manifesto), Giles Tully & Paddy Whalen (Viral) Photographer: Jonathan Tay Production Company: CLIQ Asia Digital Artist: Low Meiling
About the Denizen™ Brand
In 2010, Levi Strauss & Co. launched the Denizen™ brand in Asia – its first brand launched outside of the United States. “Denizen” means “inhabitant”: living in a place, living on earth, and belonging to a community of friends and family. The Denizen ™ product collection is designed with the standards of construction and craftsmanship that have made Levi Strauss & Co. famous around the world. Great-fitting, quality Denizen™ jeanswear and other fashion essentials are outfitting consumers today at affordable prices. Visit www.denizen.com to learn more.
CONTACT: Mylinh Cheung | Head of Media Relations, Corporate Affairs – Asia Pacific | Levi Strauss & Co. | T: +65 6730 7983 M: +65 9007 5822 Alyson Valpone| Corporate Communications| JWT Asia Pacific| +65 6880 5122