5 September 2007, Singapore – Bartle Bogle Hegarty (BBH) Asia-Pacific, reveals its latest print campaign, entitled “An Original Reconstructed”, to support the launch of the Fall Winter Levi’s® Copper™ collection. BBH’s four creative executions, which have just rolled out in Singapore and Malaysia, are set to hit magazines and billboards in the region later this month.
‘An Original Reconstructed’, the second instalment from the heritage-inspired range from Levi’s®, turns the spotlight on the jeans’ iconic features – copper rivets and buttons which have been treated with a raw, worn finishing to represent a modern take on the classic 5-pocket jean first invented by Levi Strauss over 150 years ago. The campaign launches with an arresting teaser phase – two executions featuring intriguing X-ray shots of talents that strike a parallel between Levi’s® Copper™ jeans’ reconstructed details, and the surgical metal plates that reconstruct the human body. These executions are followed by two shots of talents wearing Levi’s® Copper™ jeans in full colour; which serve to showcase the products in entirety and build consumer engagement with the collection.
Photographer: Simon Harsent
