JWT & dENiZEN all set to launch digitally driven reality series "We Are Explorers"

The "We Are Explorers" campaign will send six young dENiZEN„¢ Explorers from five different countries on all-expenses paid trips to exotic destinations this March and April in search of inspiration for a future range of dENiZEN„¢ jeans.

Selected through an international casting call, the dENiZEN„¢ Explorers will take part in a life-changing adventure, paired up with a fellow Explorer from another country, and sent to either India, Mexico or China. The Explorers will then embark on a travel itinerary packed with adventures, sightseeing, parties and most importantly, a series of challenges centered around creating new styles of denim based on their experiences.

Highlights include seeing one of the Seven Wonders of the World, parachuting onto a beach paradise in Playa del Carmen, learning to do Henna designs in Goa, tracking down the latest outfits from the Imran Khan dENiZEN„¢ Co-Creation line in Mumbai, and working with Mongolian archers to create bespoke jeans.

Their journeys will be chronicled online by a video team and by the Explorers themselves, who will blog about their experiences and new denim creations as they go.

The journey will be shared with viewers across the world who can also take part in consumer contests to win exciting prizes, including the chance to win a trip of their own to explore a foreign culture and share their own inspired denim creations.

The concept for this online-driven reality series was created by JWT Hong Kong, JWT Shanghai and Levi Strauss & Co. to empower global youth to step outside their comfort zone, be courageous and overcome various differences and challenges to make new friends, and work together to start something new.

"Youths today want to get out there and create something of their own, and meet new people from around the world. This is an exciting journey which encourages young people to break out, explore and start something new ' which is exactly what dENiZEN„¢ stands for" said Yeo Yang, Chief Creative Officer, JWT Shanghai.

"We decided to bring young people together on a journey that instills courage - enabling them to explore new horizons and also express their creativity. With young people across the world digitally-connected, we want this campaign to be as inclusive and inspiring as our dENiZEN„¢ brand jeanswear products" said Lance Diaresco, Vice President, Marketing, Global dENiZEN„¢.

In 2011, JWT Hong Kong and Shanghai worked with Levi Strauss & Co. to create the dENiZEN "Fit Out, Start Up" global brand message, launching a series of digital and print ads designed to motivate youth to express themselves and make a positive statement about their lives.

dENiZEN "We Are Explorers" will be filmed in China, Mexico and India, and will be aired online as a series of episodes between March and April.