Client: Goodby, Silverstein & Partners via Hyper Island
Brief: Create a campaign for Levi's that raise awareness to the brand and generate revenue.
Concept: Got 'til it's Gone
Role: Concept / Design
Credits: Idea together with Daniel Kullberg and Matteo Mei
Execution: We created this concept based on the insight "You don't know what you've got til it's gone". It's easy to take things for granted, especially a brand like Levi's that have existed for as long as we know. Our solution was to take away all Levi's jeans available for sale in stores world wide for a limited amount of time. In the stores the workers didn't have any pants on. We closed the webshop and put up a message saying they are all out of jeans. We created a guerilla campaign with people not wearing any pants doing normal daily stuff. We also did a print campaign with people missing their pants.

All this trying to get people understand how much they really love their Levi's.