Client: Levi’s
Role: Lead Agency Partner (SEA)
Markets: Thailand + 4 SEA countries
Capability: Regional Campaign Leadership · Ambassador Strategy · SEA Cultural Scaling

A global drop becomes powerful when culture leads the rollout.
This campaign supported the global launch of Levi’s Baggy 578 by transforming It’s Baggy Season into a culturally relevant, youth-driven SEA campaign—introducing BamBam (GOT7) as the first SEA Ambassador for the Baggy category and driving visibility, store traffic, and engagement across five markets.

This wasn’t just an ambassador launch—it was a regional culture play.
Through data-driven evaluation, cultural alignment, and fandom dynamics, we identified BamBam as the strongest bridge between Levi’s global direction and SEA youth culture.

The strategy centered on fan-led relevance—ensuring authenticity at local level while remaining scalable and consistent across markets.
We designed the campaign to flow seamlessly from brand storytelling → social conversation → in-store desire, aligning communication, PR, and sales tools under one regional narrative

We led the campaign end-to-end, owning both creative direction and execution across SEA.

• Developed a SEA-wide ambassador narrative, localized to reflect each market’s fashion and pop-culture context
  • Produced all campaign assets: hero commercial VDO, cut-downs, hero looks, women’s looks, BTS content, and social-first formats
  • Executed strategic PR & KOL rollout anchored in BamBam’s public moments, fandom behavior, and cultural relevance
  • Designed product seeding and styling for real-life wearability—avoiding staged endorsements
  • Created sales kits and retail communication tools to convert cultural buzz into in-store action
  • Amplified fandom-driven conversations into mass reach through social-first execution across five countries

Generated strong regional buzz across social and fan communities, increased store traffic and try-on behavior, and delivered clear uplift in Baggy product visibility.
Successfully positioned Levi’s as a culturally connected brand at SEA scale—proving its ability to lead youth fashion conversations across borders, not just markets.