IT’S NOT A LEVI’S

Advertising campaign
The One Club Bootcamp
Fall 2018

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.

Team:

Creative Director: Karin Onsager-Birch (FCB West)
Art Director: Kewei Zhu & Mark Concepcion
Copywriter: Yash Ram
Strategist: Yash Ram, Alan Hamui

Project Duration:

4 days

VIDEO

logo-variation

THE CHALLENGE

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.

logo-variation

IN STORE

For every tag we cut from the customized clothing, we gave our customers a patch to cover up our in-store Levi’s logos.

OHH

Our Levi’s logos were covered with patches until the brand name was covered…
because it’s not a Levi’s.

PRINT

print

SOCIAL

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

social