Levi’s Launches ‘We Are Original’ Campaign



Levi’s® continues its multifaceted global brand campaign, ‘LIVE IN LEVI’s®’ with the launch of ‘WE ARE ORIGINAL’ – an invitation to everybody who is not just anybody, to live in the moment, connect with others and be true to themselves. This new campaign serves to engage and activate the vast global community of Levi’s® fans around their shared experiences. It is a platform to showcase their unique Levi’s® stories.

“The people who wear Levi’s® have always been the inspiration for our brand. The intention of this campaign is to celebrate how the world “Lives in Levi’s®’ by blending storytelling with social media on a global scale. As an advocate of originality and authenticity, ‘WE ARE ORIGINAL’ captures the collective power of diverse individuals and what it means to wear denim that is uniquely theirs. Levi’s® asserts denim leadership and cultural significance with iconic products that made the brand great and forever relevant,” commented Anitha Narayanan, Commercial Director of Levi Strauss Malaysia.


Own Products. Own Style, Own Customization and Own Wear

More than 140 years after inventing the blue jean, one thing is clear: Levi’s® has been loved and defined by the people who wear them – a blank canvas for self-expression, always original. The legacy of customization that began in 2015 is continued to empower people to express themselves in denim. The way they wear their 501® and the places they have taken, shape the jeans in unmistakable ways.

Cultural relevance of the most iconic number 501® is highlighted this season while a focus on varied, unique ways people can style own 501® positions the brand as more than casual wear. The Levi’s 501® Family is celebrated with updated assortments for both men and women from the classic 501® jeans to modern 501® CT and summer essential shorts to Trucker jackets and Western shirts. The Levi’s® 501® Family jeans are the ultimate icons; often imitated, never duplicated.


‘We Are Original’ Campaign Roll Out : Levi’s® 501® Birthday Celebration/Hours

The manifestation of ‘We Are Original’ in Malaysia will see a breadth of local personalities from various fields, denim heads as well as Levi’s® Malaysia employees, joining forces to bring the campaign to life. The list includes legendary rockstar Amy Search, Asia’s Next Top Model Season 2 winner, Sheena Liam, rapper SonaOne, gymnast, Farah Ann, top blogger, Jane Chuck, soul songstress Najwa Mahiaddin, dynamic duo from Jinnyboy TV, Jin Lim and Rueben Kang and renown photographer, Chuan Looi, who will collectively share their denim stories on respective social media platforms alongside other bright minds such as budding actor JC Chee, photographers Ridduan TTFGA, Bibo Aswan and Vincent Paul Yong, fashion designer, Hatta Dolmat, blogger, Daphne Charice, entrepreneur, Roen Cian, jazz songstress, Poova, singer and actress, Soo Wincci, model and cyclist, Aaron Chan as well as Youtuber cum singer-songwriter, Jenn Chia.

The campaign will culminate with a celebration party where music, arts and performancs will take center stage in May 2016, to honour Levi’s® 501® jeans birthday on 20 May 2016. Leading up to the celebration, Levi’s® will engage consumers with a myriad of activities curated by local personalities. A series of live mural paintings in collaboration with graffiti artist, Cloakwork and art house, Minut Init, will take place at different outdoor locations around the Klang Valley. Locally themed and iconographic patches created in collaboration with Malaysian artists will be offered to customers as collectible, one-off and limited edition items throughout the campaign period. Consumers also stand a chance to win vouchers and enjoy one-of-a-kind Levi’s® Tailor Shop customization services with special perks such as multi-item customization services, unlimited patches and embroidery, fabric distressing and paneling, in addition to the standard alterations. Another highlight is the ‘5:01® Happy Hour’ activations that are driven online with the aim to reward customers and fans of Levi’s®. Throughout the campaign period, key updates will be announced at exactly 5.01pm, enhanced by giveaways of patches, DIY Toolkits of bonus LOOP points.

For more information, please visit www.levi.com.my