After Dark Advertising, 1

Credits & Description:

The campaign needs to communicate that Levi’s® has an on trend, black-themed , head to toe collection that is well suited for night out / party occasions. The aim is to be consumer’s top of mind when choosing party wear for the festive season. Using the after dark concept, it serves to reinforce the brand character of sexy, confident & free thinking. Sleep all day, party all night. This campaign features youth that live like creatures of the night and being wild is in their blood. They don’t just enjoy the night, they rule it! To create an online interactive movie, in which consumers can decide the course of their story. They make the “rules” after dark. Results: Over 3 million views in Youtube and Tudou within 1 month.
Advertising Agency: TBWA\TEQUILA, Hong Kong
Executive Creative Director: Mark Ringer
Creative Directors: Ken Hui, Esther Wong, Betty Ho
Art Directors: Ken Hui, Jacqueline Hung, Joe Chow, Liou Ming
Senior Copywriter: Mike Wu
Flash Designer: Pan Wai Lam
Director: Raymond Lee / Workshop
Editor: Libby Wong / The Little