Levi's
Blue Tab
227 M
PR Impressions
325 M
Reach
4.92 M
Engagements
CHALLENGE
How do you create an educational and immersive program, emphasising Levi’s Premium Product Offering with a focus on authentic denim lifestyle, craftsmanship, fashion and style, while reinforcing Levi’s denim leadership with Levi’s Premium Product Offering?
STRATEGY
The campaign was built around Shokunin Kishitsu, a concept rooted in the Japanese artisan spirit, a philosophy where mastery transcends mere skill, becoming a way of life; reflecting the brand’s relentless pursuit of timeless design.
IMPACT
In Tokyo, we reaffirmed Levi’s denim leadership with the launch of the Blue Tab™ Collection, a premium line inspired by Japanese craftsmanship. Press, influencers, and key leaders from APAC and the US experienced a fashion show featuring the collection, alongside a dynamic live performance by Moku, blending heritage with modern innovation.
Blue Tab