Levi’s to China: our jeans are a ‘living thing’

Levi’s has launched a campaign in China in which the famous denim clothing is declared a “living thing” that grows with its owner with repeated wearing.

One of two films shot in San Francisco features Hong Kong actor Shawn Yue, who says that Levi’s become part of the person who wears them.

A second film, featuring dancer Ivy, shows how Levi’s jeans can be warn in a variety of different ways.

The films end with the line, “Live in Levi’s”.

The agency behind the work is independent Shanghai-based agency Civilization, which launched just over two years ago.


  • Brand: Levi’s
  • Product: 501CT
  • Client: Connie Huang
  • Agency: CIVILIZATION Shanghai
  • Creative Director: Andrew Lok / Alex Xie
  • Writer: Miya Wang
  • Art Director: Andrew Lok
  • Producer: Guo-Jun Yu
  • Client Management: Iris Le
  • Production: WM
  • Film Director: Andrew Lok
  • Assistant Director: Miya Wang
  • Cinematographer: Shi-Feng Lin / Hao-Tian Kang
  • Post Production: Attic
  • Editor: Sissi Deng
  • Producer: Chye-Yee Chow
  • Colorist: Yorky Yu

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