Interactive ad: Levi's After dark collection: After Dark

Embed Video

Top 6: February 9th 2011

The TBWATEQUILA Hong Kong campaign communicates that Levi’s® has an on trend, black-themed , head to toe collection that is well suited for night out / party occasions. The aim is to be consumer’s top of mind when choosing party wear for the festive season. Using the after dark concept, it serves to reinforce the brand character of sexy, confident & free thinking. Sleep all day, party all night. This campaign features youth that live like creatures of the night and being wild is in their blood. They don’t just enjoy the night, they rule it!

SOLUTION
To create an online interactive movie, in which consumers can decide the course of their story. They make the “rules” after dark.

RESULTS
Over 3 million views in Youtube and Tudou within 1 month