Levi's®, Print
Client: Levi’s®
Type: Print
Involvement: Conceptualisation, Design, Execution
Awards & accolades: Creative Circle Awards 2007: Finalist
Year 2006
A true Levi’s® jeans lover will never even dream of living his life outside his jeans. He will be in his jeans when he’s getting his first tattoo. He will be in his jeans when taking a shower. He will be in jeans whilst his jeans dry in the sun.
While brainstorming ideas for this campaign, we wanted to retain a Singaporean flavour. The sight of wet laundry drying from bamboo poles outside high rise HDB flats is something unique to Singapore. We wanted to capture that and the “can’t live without” idea, hence the juxtaposition.
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