These ads from Asia promote the Levi's Kids range by showing that they're for the 'Little Toughies.'
The idea of tough and cool kids is communicated by showing reversed scenarios in popular children's stories and fairy tales.
My favorite ad features Humpty Dumpty taking a nasty fall and walking away with nothing but a smirk.
The campaign was created by the ad agency BBH, Asia Pacific.
Implications - The illustrator for the cute campaign was Tye Sok Kuan, who did an excellent job portraying the different children's tales. There are four ads altogether that feature familiar characters from tales such as The Three Little Pigs, Little Miss Muffet and Jack and the Beanstalk. Levi's definitely hit a great advertising strategy with this one!
Stats for Fairytale Denim
Trending: Older & Chilly
Research: 8,916 clicks in 360 w
Interest: 4 minutes
Concept: Fairytale Denim
Related: 90 examples / 69 photos
Segment: Neutral, 18-35
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