Levi’s has always been about its “original” and “cool” image, but Chinese Millennials believed the brand was unrelated to them. Our key aim: connect with and engage China’s younger generation to increase sales, particularly in lower tier cities.
Facing a huge brand perception problem amongst Chinese targets, we had to do something different. We took this campaign back to the brand’s core, not preaching “original”, but actually allowing our target audience to be original even in our communications. We handed over complete reign of ad creation and inspired them to create their very own version of Levi’s® ‘We Are Original’ campaign. The beauty of this campaign? It was designed and run by Levi’s target audience through a media first! The wave of originality spread faster through peer groups than a regular ad campaign, and coming from Millennials themselves carried a much more trusted message.