LEVI'S / ROADWEAR
27 January 2011
Travel through the latest denim collection
- Brand
- Levi's
- Media Type
- Online
- Retail / POS
- Product Category
- Clothing & Footwear
- Retail / Online Retail
- Country
- Malaysia
- Source
- News
- Agency
- BBH / Asia Pacific
- Creative Team
- Steve Elrick
- Douglas Hamilton
- Adrian Chan
- Kristal Melson
- Tags
- Levi Strauss
- Denim
- Clothing
- Shopping
- Maps
Levi's has created an interactive site for users to explore its latest collection, utilising the functionality of Google maps to take users on a cross-country road-trip. The journey follows three band members across the country, tracking their momentous occasions through video, images and short blog-style posts. The twist is that the locations on the map aren't real and the continents are actually giant denim jeans... it sounds strange, but it somehow works.
Douglas Hamilton, copywriter from BBH Asia Pacific, who created the campaign said; 'By navigating the rips and stains on the denim, you could unlock the stories that lie behind each and every mark. Traverse each of the 'continents' and you'll piece together the story of an aspiring band and their ups and downs on the road to fame and fortune'.
The full story will unfold over the coming months as different levels are unlocked over time, so to find out how an evolving love story between two of the band mates unfolds, users will have to keep checking back.
The site is part of an integrated campaign covering print and in-store promotion and was shot by Sydney based photographer Ben Sullivan.
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