Levi's: Journey To South

Credits:

Advertiser/Client: LEVI STRAUSS
Product/Service: LEVI'S
Entrant Company: ADK Tokyo, JAPAN
Design/Advertising Agency: ADK Tokyo, JAPAN
Creative Credits
Name Company Position
Jiro Aoki Adk Creative Director
Toshihiro Kaneyuki Adk Communications Planner
Shunsuke Kaga Adk PR Planner
Takayuki Yamada Adk Planner
Chiaki Noro Adk Account Executive

Details
Brief Explanation:
Since the goal was to create a buzz within the Internet community, we looked into strategies that would offer both realism and scarcity value. Using the brand book format as the medium best suited to making a straight brand appeal, a limited edition of 30 copies were made available at those bookstores frequented by Japan's most fashion-conscious customers with a view to creating a buzz on the Internet.
Describe the brief from the client:
To push the spring/summer 2009 collection theme to highly fashion-conscious consumers and, in consideration of capital outlay costs, to aim for topicality on the Internet.
Description of how you arrived at the final design:
The brand book was produced using copperplate on rough paper to evoke the crisp sense of scale that is intrinsic to the brand and the texture of the products. The B1 pages were used un-cut to give a roughness to the finish. The choice of the timeworn silkscreen printing process was intended to convey the timelessness and dynamism of denim, with its classic-but-new image, and to give the product premium.
Indication of how successful the outcome was in the market:
We succeeded in getting exposure on 29 different media, far higher than the 16 achieved through TV commercials that were aired the previous autumn. There was also a whopping approximately 2.5-fold increase in traffic through the brand's official website.