THE CHALLENGE
Levi’s® teamed up with Rolling Loud, a major rap festival, for Rolling Loud Thailand. With Live Nation as our partner, we needed to create buzz for Levi’s® #150YearsOf501 campaign and capture the attention of the 18-30-year-old local youth in a newly expanded market.
THE TRUTH
With the rise of movements like Asian Lives Matter and 88rising, there’s a growing desire to showcase Asian Hip Hop worldwide. Levi’s®’ strong connection to music and fan-driven self-expression offered the perfect chance to honor a new generation reshaping the global Hip Hop scene.
THE SCENE
In under 3 months, we imagined and produced a bespoke interactive brand space that attracted and retained visitors during the festival, drove sales of Levi’s® collection of Rolling Loud merch, offered visitors culturally-relevant customisation, featured local artists and talent creating unique designs, showcased Levi’s® Greatest Story Ever Worn, and was the perfect place to hang out with a top-down view on the main stage or in the VIP Lounge.
THE LOVE
The Levi’s made a big impact within the festival-goers, achieving sales targets of over 2,000 bespoke artist creations and hosting over 60 VIPs. It garnered substantial buzz through social and media coverage, leading to an extended global world tour, including stops in Portugal and Germany, setting the stage for the Global Tour edition.
