Collective Work – Daniel Koh
Print & Advertising Campaign
(Completed during Daniel’s tenure at OgilvyOne, Singapore)
Photography: ChuanDo & Frey
A new product launch for Levi’s new range of jeans for women – ‘CURVES’. This new collection screams out to embrace and focus on womanly curves instead of ‘stick-thin sexy’. The brand naming was finalised after a rigorous brand-naming exercise. We also created a bespoke brand mark that was applied consistently on print advertising, point-of-purchase materials, press releases and in-store posters. The advertising campaign and product launch was a tremendous success for Levi’s and especially a boost of their brand presence in the Southeast Asia region. Tapping on this success, Levi’s continued to explore and expand their women’s line of jeans and ready-to-wear ensemble.