Our brief was to communicate the durability of Levi's kids clothing. We knew we didn't want to do a campaign of perfect smiley children frolicking in the fields. We wanted to do something parents and children could connect with. Something that would allow for interaction between parent and child. Something a little badass.
The campaign ran in print, outdoor and point-of-sale across Asia Pacific and did well in the award circuit. But the best thing that happened was getting our work featured in John Hegarty's book, "Hegarty On Advertising". It made our year.
A special call out to Illustrator, Sok Kuan, who's magic made all the difference.