Digitally-driven reality series “We Are Explorers” fuses travel with design
HONG KONG, February 10, 2012— dENiZEN™, the denim brand for the new generation from Levi Strauss & Co. joined forces with JWT Hong Kong and Shanghai to present a first-of-its-kind online reality series which fuses two passions of today’s youth: travel and design.
The “We Are Explorers” campaign will send six young dENiZEN™ Explorers from five different countries on all-expenses paid trips to exotic destinations this March and April in search of inspiration for a future range of dENiZEN™ jeans.
Selected through an international casting call, the dENiZEN™ Explorers will take part in a life-changing adventure, paired up with a fellow Explorer from another country, and sent to either India, Mexico or China. The Explorers will then embark on a travel itinerary packed with adventures, sightseeing, parties and most importantly, a series of challenges centered around creating new styles of denim based on their experiences.
Highlights include seeing one of the Seven Wonders of the World, parachuting onto a beach paradise in Playa del Carmen, learning to do Henna designs in Goa, tracking down the latest outfits from the Imran Khan dENiZEN™ Co-Creation line in Mumbai , and working with Mongolian archers to create bespoke jeans.
Their journeys will be chronicled online by a video team and by the Explorers themselves, who will blog about their experiences and new denim creations as they go. The journey will be shared with viewers across the world who can also take part in consumer contests to win exciting prizes, including the chance to win a trip of their own to explore a foreign culture and share their own inspired denim creations.
The concept for this online-driven reality series was created by JWT Hong Kong, JWT Shanghai and Levi Strauss & Co. to empower global youth to step outside their comfort zone, be courageous and overcome various differences and challenges to make new friends, and work together to start something new.
“Youths today want to get out there and create something of their own, and meet new people from around the world. This is an exciting journey which encourages young people to break out, explore and start something new – which is exactly what dENiZEN™ stands for,” said Yeo Yang, Chief Creative Officer, JWT Shanghai.
“We decided to bring young people together on a journey that instills courage – enabling them to explore new horizons and also express their creativity. With young people across the world digitally-connected, we want this campaign to be as inclusive and inspiring as our dENiZEN™ brand jeanswear products.” said Lance Diaresco, Vice President, Marketing, Global dENiZEN™.
In 2011, JWT Hong Kong and Shanghai worked with Levi Strauss & Co. to create the dENiZEN™ “Fit Out, Start Up” global brand message, launching a series of digital and print ads designed to motivate youth to express themselves and make a positive statement about their lives.
dENiZEN™ “We Are Explorers” will be filmed in China, Mexico and India, and will be aired online as a series of episodes between March and April.
About JWT APAC
JWT opened their first offices in Asia Pacific in 1929. JWT APAC, headquartered in Singapore, has more than 3,000 employees spread across 18 countries.
Not only are we recognized as one of the largest and most experienced agencies in APAC, but also one of the most creative. In 2011, we captured Mainland China’s first Cannes Grand Prix Lion and first Grand LIA at the London International Awards. We were also named the number 3 Network Agency of the Year at Spikes Asia. Our long history of firsts continues with Lo Sheung Yan, China Chairman and Northeast Asia ECD, being appointed as Cannes Lions first ever Jury President from China.
In addition to working with JWT’s prestigious multinational clients, JWT APAC works with some of Asia’s largest brands including Haier, Indosat, Bharti Airtel and Korea Ginseng & Tobacco.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
In 2010, Levi Strauss & Co. launched dENiZEN™ in Asia – the first brand launched outside of the United States. “Denizen” means “inhabitant” and belonging to a community of friends and family. Denim is in the name, the heart of the dENiZEN™ brand.
The dENiZEN™ collection is designed with the standards of construction and craftsmanship that have made Levi Strauss & Co. famous around the world. dENiZEN™ is outfitting a new generation of upwardly mobile youth with great fitting, quality jeanswear and other fashion essentials at affordable prices. The brand is currently available in China, India, Pakistan, Singapore, South Korea, Mexico and the United States. Visit www.denizen.com to learn more.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, and dENiZENTM brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and franchised and company-owned stores. As of August 28, 2011, the company operated 499 stores within 31 countries. Levi Strauss & Co.’s reported fiscal 2010 net revenues were $4.4 billion. For more information, go to http://levistrauss.com.
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Asia Pacific Director of Corporate Communications
Levi Strauss & Co.
Head of Media Relations, Corporate Affairs, Asia Pacific