Levi's Kids Little Toughies
To communicate the durability of Levi's kids clothing, we knew we didn't want to do a campaign featuring perfect, smiling children frolicking in the fields. We wanted to do something parents and children could connect with. Something that would enable interaction between parent and child. Something a little badass.
A special call out to Illustrator, Sok Kuan, who's magic made all the difference.
This ran across in print, outdoor and point-of-sale across Asia Pacific and did well in the award circuit. But the best thing that happened was getting our work featured in John Hegarty's book, "Hegarty On Advertising". It made our year.
Featured in Pg 207. Thanks, Sir John.