Singapore, 4^th October 2007 - Levi's^® has launched its brand new fall/holiday Levi's^® Copper^™ collection, with creative showcases using 6-motion technology on the JCDecaux Streetside City network. Inspired by the mix of preserving the best of Levi's heritage and newness that evolves with consumers' demand which makes Levi's^® the cult brand in denimwear, the campaign kicked off on 19 September 2007.

JCDecaux 6-Motion offered the possibility of bringing out the two core elements of the campaign. The first element was striking visuals of X-ray shots laid out against a sepia background. Reconstructed elements on the jean, including the copper rivets and metal plates, are dialed up to intrigue consumers. This visual is then morphed into the second element, a visual which reveals the models photographed in full colour Levi's^® Copper^™ denimwear, resolving passers-by's curiosity particularly the targeted group of youths aged between 15 to 24 years old.

"These two elements are well portrayed and the message is also cleverly communicated with the 6-motion technology that allows viewers to watch the live transition of one element to another, unveiling the mystery of the product," commented Ms Leow Shin Yee, A&P Manager of Jay Gee House.

Booked through Mediaedge:cia, this three-week long campaign has also featured in print, in-store promotions and Internet.