LEVI'S REVEL: LET YOUR BODY DO THE TALKING

The Challenge:
Levi’s was losing credibility amongst women in Asia for two major reasons: 1) it is known for its 501 which is denim for men 2) Levi’s Curve ID line designed to accentuate a woman’s curve failed in Asia, because curvy = big.

The goal:
Show how Levi's Revel is designed for Asian women.

The strategy:
Focus on the feeling of wearing perfect fitting jeans, not the function of the product.

The truth:
When women feel good about how they look, a new level of confidence comes through in their body language in ways that are more powerful than words.

The idea:
Let Your Body Do The Talking.

The global campaign first launched in China before being released in India, Brazil and North America. An additional 360 digital photobooth was built to accompany Revel’s retail roadshow throughout China.