Problem: Ramadan is a significant fashion purchase time. The challenge is LEVI’s has a limited traditional wear portfolio and is not a first choice of fashion savvy millennials in Indonesia.

Insight: Ramadan is a time introspection and discovery. It’s also a time about actively making improvements and changes in your life and your surroundings.

Idea & Execution: Be the change you want to see in the world – Live Positive. We collaborated with music artists (featured talent) who sang the theme song “Let’s change hate into love”. In a youthful and modern manner they change the negative things into positive ones, which happened to be Ramadan values also.