Levi’s Roadwear Spring 2011 campaign tells a story of a new band on the open road, taking a road trip across the country to reach their destination – the band’s highly anticipated gig. Levi’s paints a story of adventure, youth and unbridled optimism. In turn, they hope to inspire you through 3 local celebs in the fields of art, music and photography: fashion photographer Vincent Paul Yong, R&B princess Mizz Nina and broadcasting veteran/designer Nini Ramlan by sharing their experiences and aspirations in their chosen field through the Levi’s “I…” tagline.
Together, they use social media platforms like Twitter, blogs and Facebook every week in February to each express anything that inspires them every day through messages and photos, bringing you on a journey and hopefully inspiring Levi’s fans out there to begin their own journey. The Roadwear Spring Collection is told through a collection of photos tell their story of their road trip. “The band’s experiences are photographed candidly and supported by captions that articulate the band’s boundary-pushing spirit – the embodiment of the Levi’s brand and its pioneering energy,” says Levi’s.
Also, as part of the campaign, Levi’s will be giving away tablet computers ever fortnight to lucky winners who share their best stories in he “I…” statement contest from 7 February to 31 March. All you’ve got to do is spend a minimum of RM300 in a single receipt, and you will get to jot down your “I…” statements on the blackboards at any participating Levi’s store. Snap a photo of yourself with it and email your winning pic -with your personal deets, of course to email@example.com. There are 8 tablet computers to be won, so you better get going! (Terms & Conditions apply)
Levi’s Roadwear Spring 2011 was launched in stored in January 2011. For more info on the campaign, log on to www.levi.com.my. Check out the Spring 2011 key pieces below!