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.

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.

Project completed while at: INVNT