Levis - Water Conservation - No Wash November - [Leo Burnett Internship 2010]

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This campaign was developed for Leo Burnett during my internship over the summer of 2010 as a speculative new business pitch in partnership with a team of 4 other interns. My role: Art Direction and Strategy.

[Update:] Interestingly enough, I walked by the Levi's store in the Mall of America the other day, and guess what they're latest campaign is...? They're using the term Water<less>s challenges denim wearers everywhere to not wash their jeans for one whole month in an effort to conserve water and energy.

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Levis - Water Conservation - No Wash November - [Leo Burnett Internship 2010]

  1. 1. Thursday, August 12, 2010
  2. 2. Topics for Todayʼs Conversation - Situational Analysis - Leviʼs Challenge - Research & Key Learnings - Audience - Campaign - Creative Tactics & Solutions - Media & Marketing PlanThursday, August 12, 2010
  3. 3. Empathy Originality Integrity CourageThursday, August 12, 2010
  4. 4. Thursday, August 12, 2010
  5. 5. Beyond LeviʼsThursday, August 12, 2010
  6. 6. CompetitorsThursday, August 12, 2010
  7. 7. Strengths - Heritage - Quality - Focus on community and environmentThursday, August 12, 2010
  8. 8. Weaknesses - Disconnect with youth market - Not viewed to be as trendy as boutique brandsThursday, August 12, 2010
  9. 9. Opportunities - Social Media - Consumer Engagement - SustainabilityThursday, August 12, 2010
  10. 10. Threats - Intense competition from high-end designer & private labels - Style & trend changesThursday, August 12, 2010
  11. 11. Challenges along the wayThursday, August 12, 2010
  12. 12. AnnaThursday, August 12, 2010
  13. 13. Key FindingsThursday, August 12, 2010
  14. 14. Visual brand transparency in relation to the environment indicates a sense of humanity in advertising to the target audience.Thursday, August 12, 2010
  15. 15. Something about discovering under-marketed productsThursday, August 12, 2010
  16. 16. Thursday, August 12, 2010
  17. 17. Thursday, August 12, 2010
  18. 18. "Our lifecycle assessment revealed that 58% of the energy and 45% of the water used during the lifetime of a pair of Leviʼs ® jeans occurs during the consumer use phase." - Leviʼs LCAThursday, August 12, 2010
  19. 19. Leviʼs is a sustainable brand at heart, but does not flaunt it.Thursday, August 12, 2010
  20. 20. How do we continue to expand Leviʼs sustainability efforts beyond their corporate policy and throughout their consumer engagement?Thursday, August 12, 2010
  21. 21. Campaign Goal: Establish Leviʼs as a leader in environmental progress through a modest tone of engagement that allows the consumer to discover the sustainable nature of Leviʼs in order to shift brand perception and become more relevant to the ever-evolving target audience.Thursday, August 12, 2010
  22. 22. Consumers can decrease the climate change impact of their Leviʼs by 48% by washing their jeans just once per month. - Leviʼs LCAThursday, August 12, 2010
  23. 23. Thursday, August 12, 2010
  24. 24. Thursday, August 12, 2010
  25. 25. Thursday, August 12, 2010
  26. 26. TV & Digital Video Television, and online film residing on the Leviʼs Facebook page will run introducing the idea of No Wash November to spread the word about upcoming events and how to participate. Both television and digital video will feature the Leviʼs Guy and recently announced Leviʼs Girl to introduce the idea of No Wash November. Together they will introduce the idea of washing your jeans less to reduce environmental impact while getting a better fitting pair of jeans at the same time.Thursday, August 12, 2010
  27. 27. Launch Events During the final two months of October, a team will be traveling to major cities across the country to promote the launch of No Wash November and bolster awareness of Leviʼs Care Tag for the World which instructs Leviʼs owners to wash their jeans in cold water, hang dry, and finally; donate them at a Goodwill location when they are finished so that someone else can continue to enjoy the jeans and extend their life span to reduce environmental impact. Launch events would feature a large canvas of denim that would travel from city to city bearing the headline, “No Wash November – I pledge to not wash my jeans.” Visitors could sign up for No Wash November by signing their canvas and forming a pact with other participants to forego washing their denim for the month of November. Goodwill donation bins for old jeans would be available on site accompanied by signage indicating that by donating you would receive a discount on a new pair of Leviʼs Shrink to Fit or Curve iD to start the No Wash November challenge fresh. Leviʼs event team members would be present as well as the Leviʼs Guy and Girl to talk with visitors about No Wash November challenge. Talking points for team members and signage would include, challenge details, Shrink to Fit and Curve iD, and discounts for donating or signing up for the challenge.Thursday, August 12, 2010
  28. 28. PrintThursday, August 12, 2010
  29. 29. OOHThursday, August 12, 2010
  30. 30. OOHThursday, August 12, 2010
  31. 31. RetailThursday, August 12, 2010
  32. 32. RetailThursday, August 12, 2010
  33. 33. RetailThursday, August 12, 2010
  34. 34. RetailThursday, August 12, 2010
  35. 35. DigitalThursday, August 12, 2010
  36. 36. MobileThursday, August 12, 2010
  37. 37. How does this live on?Thursday, August 12, 2010
  38. 38. BudgetThursday, August 12, 2010
  39. 39. Media PlanThursday, August 12, 2010
  40. 40. RECAP Leviʼs Research Strategy No Wash NovemberThursday, August 12, 2010
  41. 41. THANK YOU.Thursday, August 12, 2010

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