The TBWA\TEQUILA\ Hong Kong campaign communicates that LeviâsÂ® has an on trend, black-themed , head to toe collection that is well suited for night out / party occasions. The aim is to be consumerâs 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 donât 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 ârulesâ after dark.
Over 3 million views in Youtube and Tudou within 1 month
Client: Levi Strauss (Hong Kong) Ltd
Agency: TBWA\TEQUILA\Hong Kong
Production Company: Workshop, The Little
Date Uploaded: 2011-02-07
Director: Raymond Lee @ Workshop
Digital Creative Director: Betty Ho
Executive Creative Director: Mark Ringer
Group Creative Director: Esther Wong
Creative Director/ art director: Ken Hui
Senior Copywriter: Mike Wu
Art Director: joe chow
Art Director: Jacqueline Hung
Producer: Charles Ko
Producer: daisy chan
Editor: Libby Wong @ The Little
Senior Digital Art Director: Liou Ming
Flash Designer: Pan Wai Lam
Country: Hong Kong
Strategic Partner: BBH Singapore
The TV Commercial titled After Dark Advertising, 2 was done by Tbwa\tequila Hong Kong advertising agency for product: Levi's After Dark Collection (brand: Levi`s) in Hong Kong SAR China. It was released in the Feb 2011.