The One Club Bootcamp
To bring the Levi's Tailor Shop to people's attention, we de-branded Levi’s itself.
By cutting off all Levi's tags from our customers' customized clothing and covering all Levi's logos with pins and patches across all mediums, we took customization to a new level.
Creative Director: Karin Onsager-Birch (FCB West)
Art Director: Kewei Zhu & Mark Concepcion
Copywriter: Yash Ram
Strategist: Yash Ram, Alan Hamui
Levi’s Tailor Shop isn’t on people’s radar, and it takes courage to truly be yourself.
Our insight is that it's easier to truly express yourself when you’re in control. So, Our Campaign is, for every tag we cut from the customized clothing, we gave our customers a patch to cover up our in-store Levi’s logos. By de-branding Levis, we want to build the turst that we give them full control of our product.
For every tag we cut from the customized clothing, we gave our customers a patch to cover up our in-store Levi’s logos.
Our Levi’s logos were covered with patches until the brand name was covered…
because it’s not a Levi’s.
A Twitter takeover allowed our fans to share their customization stories We launched the campaign on Instagram, partnering with Justin Timberlake, currently the face of Levi's