Collective Work – Daniel Koh
CRM Brand Management / Advertising Campaign
(Completed during Daniel’s tenure at OgilvyOne, Singapore)
Illustration: Andy Yang
Dockers is a brand of khaki garments and other accessories from Levi Strauss & Co. Levi’s, then specializing in denim, introduced the Dockers brand in 1986. Dockers pioneered an entirely new apparel with the introduction of khaki pants as an alternative to denim. Within a few years, the Dockers brand became the alternative to a more formal way of dress, gradually finding its way in to the office workplace as a more comfortable substitute to the suit. The Dockers brand revolutionised the industry, with a range of highly wearable clothes for a versatile, on-the-go lifestyle. Its popularity was instant.
To kickstart with a series of CRM efforts prior to the launch of the membership drive of DockersLINK, an inaugural jazz-pop festival was launched in San Francisco, the birthplace of Dockers. We employed several jazz instruments that formed the structure of the San Francisco bridge as the CRM brandmark. The mark was later applied to T-shirts, billboards, coasters, promotional templates and a press release tool kit that came in the form of a musician’s box.