Time Will Tell
Issue 15 | June 2010
Agency
OgilvyOne Beijing
Creative Team
Doug Schiff, Yanyan Yang, Jimmy Wang, Oliver Tang
Production Team
Producer: Ryan Liu
Other Credits
Account Team: Cicy Cui, Shi Xiaobei
Date
December 2009 – February 2010
Background
In China, Levi’s doesn't have the same iconic status as in the States or even Europe. But there is growing understanding among most about its long history and that the brand stands for originality and self-expression. For this work Levi's had the objective of reaching the youth market and supporting the growing desire for self-expression. The client wasn’t specifically asking for Wallpaper, but left it open to wanting ways to reach the target in a way that felt, cool and current.
Idea
501 owners love the process of breaking in their jeans. The question was, how could the idea reflect this process online, where the youth target spend so many hours of their day?
The answer was wallpaper. Wallpaper was designed which lets users break in their wallpaper jeans gradually, over time, every movement of the mouse having a wearing effect on them. In the end, no two desktops wore down the jeans in exactly the same way. Kind of like pairs of 501s.
Results
43,000 downloads in the two months. Many more than the client or agency had predicted
I remember Alun Howell creating the first-ever branded screensave – at Ogilvy London for Guinness, back in the mid-90’s. As media, the screensave and wallpapers have not been often used though they seem a wonderful opportunity for regular engagement with a brand, as here with Ogilvy China’s idea. Good to see that Ogilvy folk are still looking for new ways and new places to surprise and delight.Our Thoughts