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‘Change hate to love this Ramadan,’ says upbeat Levi’s ad

Levi’s is attempting to spread some positive vibes around Malaysia and Indonesia during Ramadan with an upbeat new advertising campaign.

The jeans brand tapped Malaysian singer Daiyan Trisha and Indonesian band Batiga to front the youth-targeted ‘Hidup Positf’ campaign.

Created by FCB Jakarta, the brand said it wanted to endorse “authentic self-expression” among the region’s Muslim Millennials.

The campaign opens with the musicians jamming together, before embarking on a series of activities – such as performing and spraying graffiti – that aim to “change hate to love”.

Shot in Yogyakarta, Indonesia, the one-minute video was shot by Ithyle Griffiths with a song composed by Batiga

“Levi’s brand values of authenticity, positivity, courage, optimism are in sync with the values relevant during Ramadan,” said Eleanor Chin, senior marketing manager, Levi’s South East Asia.

“We want to drive a genuine connection with our audience in Indonesia and Malaysia, and give them a strong reason to adopt Levi’s for their Ramadan moments.”

FCB Jakarta ECD Ravi Shenkar added: “The execution focuses on how simple it is to spread positivity in a cynical world, with small actions. Using inspiring music and visuals, the execution covers the journey of protagonists who move with purpose to be the change they want to see.

“They encourage us to look at the bright side of every situation and express unrelenting optimism to life. Candid and authentic execution helps us make Levi’s avoid clichés and cut through the clutter. We also have created unique style inspiration videos reflecting Ramadan moments, which are produced for the platform that are extremely engaging and attention grabbing.”

Credits:

Eleanor Chin (Senior Marketing Manager for Levi Strauss SEA)

Adhita Idris (Marketing Manager for Levi Strauss Indonesia)

Jennifer Chan (Marketing Manager for Levi Strauss (M) Sdn. Bhd.)

Carlos Collins (Levi’s Director of Brand Environment for AMA)

Agency: FCB Jakarta

Executive Creative Director: Ravi Shanker

Managing Director: Sony Nichani

Creative Group Head: Jovita Damiani

Art Director: Fahad Mecca

Head of Digital: Chetan Shetty

Account Director: Dian Putri

Agency Producer: Yuannita Pancaarini

Production House: Making Name

Film Director & Photographer: Ithyle Griffiths

EP: Anand B Krishan Singh & Minda

DOP: Roni Arnold

Art Director Film: Ichlas Yanuar Putra

Sound Engineer: Jacko

Offline Editor: Dino

Line Producer Nindy Kharisma

 Music composed: Universal Music Indonesia with Batiga

Music producer: Sugio Dwinanto Wibowo

Performed by: Daiyan (Malaysia) and Batiga (Indonesia)

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