Creative Effectiveness: The Success of GIGIL's Emotional “Studs” Campaign for Levi’s Philippines

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MANILA, PHILIPPINES – Say the word “Levi’s” and images of an all-American brand probably come to mind. Known worldwide for their many different jeans that have become part of the global lexicon, it isn’t easy to craft a different image for Levi’s. Yet, that is exactly what GIGIL was able to do with their landmark campaign, “Studs.”

In line with the Christmas launch of The Tailor Shop, a facility where any denim bought in-store can be customized, Levi’s Philippines tasked GIGIL with formulating an emotional campaign that would resonate with the Filipino’s innate sentimentality during the holidays even if it meant something completely different. The campaign has so far been successful not just in driving attention to Levi’s Philippines but in garnering accolades from awarding bodies as well.

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“It was brave of our partners in Levi’s to turn their backs on a heritage of advertising in the Philippines that’s all about the all-American, to be meaningful to the Filipino during a season that defines what it is to be Filipino. Since any denim bought in Levi’s could be personalized with appliqués – studs included – we thought, there’s a moving story in there…completely written in braille,” shared GIGIL’s Creative Partner Herbert Hernandez.

As of May 2020, the video, proposed by GIGIL copywriter Raphe Ramirez, had 50 million views and 1.23 million shares online. Not a bad way of changing previous perceptions of an “older” denim brand in an increasingly crowded market.

The accolades the campaign has received so far:

- CLIO AWARDS – 1 Silver
- APAC EFFIES – 1 Shortlist (result still pending) CAMPAIGN BRIEF ASIA’S THE WORK – 1 Acceptance
- NEW YORK FESTIVALS – 1 Finalist, 1 Shortlist
- AD STARS – 1 Finalist
- ONE SHOW – 2 Shortlists (1 result still pending)
- BOOMERANG AWARDS – 2 Silvers, 2 Shortlists KIDLAT – 1 Bronze, 2 Finalists
- TAMBULI – 2 Bronzes
- YOUTUBE AWARDS – 1 Crystal
- PANATA Awards – 1 Grand PANATA, 2 Golds
- OUTSTANDING FILIPINO RETAILERS AWARDS – Outstanding Marketing Campaign Award
- It was included in ‘The Greatest Holiday Commercials Countdown 2019’ in the U.S.

To date, Levi’s ‘Studs’ has been viewed 50 million times, chalking up 1.23 million shares. It has gone viral worldwide. The film helped deliver 72% more revenues in 2018 from 2017 among Levi’s store with The Tailor Shop. The film helped increase the overall 2018 holiday season sales of Levi’s up by 16%.