How do you promote denim in a tropical climate?

With a challenge to shift consumer perceptions that Levi’s denim is uncomfortable in hot weather while promoting the Summer Essentials “Chasing the Sun” series, the brand had a summertime goal to increase sales and expand the brand’s offerings beyond jeans in a tropical climate.

Through an experiential summer road trip with in-store activations in Singapore, Malaysia, and Philippines, culminating in a mega event in Bangkok, the collection was showcased through fashion shows and live music.

The four-city activation featured customisations, sweet treats, and style sessions with renowned stylists, along with a vibrant finale in Bangkok, including performances by the boy band BUS. This approach not only reshaped perceptions but also generated significant media content and awareness on a global scale.

The results? 227 Media Impressions, 325M Global Reach, and 4.92M Social Engagements.

Anna was responsible for all video content direction and coordination of the campaign, video recap creative direction, and 100% of content briefings across the three cities. Following this campaign, Anna was invited to work with the Public Relations Manager of Levi’s APAC for their Japan Bluetab release in Tokyo, where she helped source the best influencers and KOLs for each region.