dENiZEN Manifesto Campaign

In partnership with JWT and XM-Asia, the dENiZEN™ brand, have released a digitally driven, fully integrated global Spring/Summer 2011 marketing campaign - The "Fit Out, Start Up". The purpose of this campaign is to inspire young dENiZEN™ consumers to pursue their passions and make a difference in their communities - in their great fitting dENiZEN™ jeanswear.

JWT Hong Kong and Shanghai, as well as XM-Asia, combined forces to create this fully integrated campaign consisting of film, digital, print, outdoor, in-store and website.



Other Promotional Campaigns

To represent this new generation of consumers who inspired the development of the dENiZEN™ brand, Levi’s is also introducing dENiZEN™10, an innovative and unique pan-Asian social media project involving real people with unique personalities and individual voices.

The dENiZEN™ brand selected ten individuals from across the region –China, Hong Kong, Singapore, Korea and India - to capture the mood of “Asia Rising”. These ten people represent the spirit of the dENiZEN™ brand. They are optimistic global citizens passionately pursuing their dreams. The dENiZEN™10 will spend 100 days sharing their experiences and response to the new brand on social media channels – as well as their thoughts on various life themes that speak to the new generation.

To inspire youths to take charge of their lives and make a difference to the world, dENIZEN launched a marketing campaign called START UPS via social media platforms. This campaign seeks to encourage youths to express themselves by transforming thoughts into actions. They simply just need to either film or take photos of the project’s process followed by a write up on how creative their idea is. The winner will be judge based on their creativity and how it incorporates Denizen’s values.