“I will not sit at home collecting dust.”
“I may look fresh and green but I am ready to eat dirt.”
“I am your sleeping bag. I am your armor. I am ready for whatever you throw at me.”
I saw all these ‘I was born for the road less travelled’ motto at the Levi’s website and I was invited to explore the map by zooming in and out to read and watch the highlights from the guys’ trip. The documentary was candid, open and spiced up with everything nice. One of the guys lets you “discover the crazy stories behind the rips, scuffs and stains we picked up along the way.” Its a roadtrip with the Mermonkey, a rock band of three, and users follow them across an imaginary terrain in the US made of denim jeans. It is charming and refreshing and takes us to Levi’s Roadwear campaign for Spring 2011.
The Levi’s Roadwear campaign, developed by BBH Asia Pacific, is launched in conjunction with their Roadwear Spring 2011 collection which tells a photographic story of a band’s first road trip across the country for a gig. The photos depict a boundary-pushing spirit, adventurous vigour and unbridled optimism, which is what the Levi’s brand and energy is all about. Key looks from the Levi’s Roadwear Spring 2011 collection include denim-on-demin, highlights of red, white and blue, and worn-in finishes. (Levi’s)
Levi’s has also teamed up with three local celebrities, urban pop singer Mizz Nina, broadcasting veteran and designer Nini Ramlan and fashion photographer Vincent Paul Yong, with the ‘I…’ tagline. The most favorite brand of jeans plans to inspire the youth through these celebrities who will share their individual aspirations and experiences in music, art and photography. These trailblazers were handpicked by the Levi’s® Brand for their dynamic individuality, exceptional talent and inimitable style. Lookbook of Levi’s Roadwear Spring 2011 Campaign follows below.
Levi’s® in Cebu Store Locator: Levi’s® Kids StoreThird Floor, Ayala Center, Cebu City, Levi’s® Men’s StoreGround Level Ayala Center, Cebu City, Levi’s® Girls Store Ground Floor, Ayala Center Cebu SM Cebu Department Store North Reclamation Area Gaisano Mactan Department StoreCebu CityMetro Gaisano Ayala Center Department StoreCebu CityGaisano South Colon Department StoreMetro Gaisano Colon Department StoreSupermetro Gaisano Department StoreMandaueWhite Gold Club Department StoreGaisano Country Mall Department StoreGaisano Fiesta Mall Tabunok Department StoreLevi’s ® Factory Outlet Store Marina Mall Ground Floor, Marina Mall, Airport Road, Lapu-lapu, CebuLevi’s ® Factory Outlet Store Park MallGround Floor, Park Mall, Cebu City.