Category: Ambient: Small Scale Special Solutions
Product/Service: CLOTHING RECYCLING INITIATIVE
Agency: BBDO WEST
Executive Creative Director: Jim Lesser/Jon Soto
Creative Director: Michael Barti
Copywriter: Michael Barti
Art Director: Heward Jue/Melanie Barti
Date of First Appearance: Oct 21 2009 12:00AM
Entrant Company: BBDO WEST, San Francisco, USA
Description of Ambient execution
Donations to Goodwill were down. Research showed that billions of pounds of perfectly good clothes ended up in landfills. We needed to get people to donate their used clothes but we had no money to buy media.
We had to find an inexpensive way to reach a broad group of clothing owners with the message that they should donate their garments instead of throwing them away.
The creative idea was to deliver Goodwill’s message in the garments themselves. All clothes have care instructions. We added one more, redefining what care really means: “Donate to Goodwill when no longer needed and care for our planet.” We even designed a special “donate” laundry symbol. The messaging was incorporated into new Levi’s clothing beginning in 2010.
CARE TAG IN JEANS
The Outdoor Advert titled CARE TAG FOR OUR PLANET was done by BBDO West advertising agency for product: CLOTHING RECYCLING INITIATIVE (brand: Levi`s) in United States. It was released in the Oct 2009.