Levi's: Live Positive

Levi's encourage millennials to spread positivity this Ramadan in Indonesia and Malaysia. This year's campaign, by FCB, Jakarta, takes forward the music collaboration concept between upcoming artists by working with Daiyan Trisha from Malaysia and the Indonesian band BATIGA, recent winners of the Levi's Band Hunt. The concept behind the campaign is 'Hidup Positf' or living with purpose and optimism which resonates extremely well with young Asians celebrating Ramadan. Centered on the brand insight of authentic self-expression, the campaign focuses on change of mindset and behavior which is an important part of the Ramadan experience.