Levi`s Design & Branding LEVI'S COMMUNITY DAY POSTER by Hub Strategy

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Industry Jeans
Media Design & Branding
Market United States
Agency Hub Strategy
Creative Director Dj O'neil, Peter Judd
Designer Jason Rothman
Released May 2009

Credits & Description

Category: Posters
Advertiser: LEVI'S
Product/Service: LEVI'S
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: HUB STRATEGY, San Francisco, USA
Creative Director: Dj O'neil (Hub Strategy)
Creative Director: Peter Judd (Hub Strategy)
Designer: Jason Rothman (Hub Strategy)
Writer: Dj O'neil (Hub Strategy)
Writer: Jason Rothman (Hub Strategy)
Media placement: Poster - Display tables and counter tops inside Levi's stores - 1 May 2009 -10 May 2009

Describe the challenges and key objectives
The challenge was to design a poster to be used inside of Levi’s stores to promote this 10-day event. The key objective was to get people to donate a pair of used jeans to a Goodwill-partnered Levi’s store and receive a discount on a new pair of Levi’s jeans.

Describe the brief from the client
The objective for Community Day was to engage the consumer in the Levi Strauss & Co. volunteer day via denim donation, to promote the partnership between Levi’s and Goodwill, to celebrate the pioneering ideal that is eternally and uniquely America’s and Levi’s, and drive retail sales. The target was all Levi store consumers, particularly those who were emboldened by the economic and political climate of the time. These were individuals who wanted to be part of the solution, who support and celebrate companies and organisations who were leading the way.

Describe how you arrived at the final design
Because this poster would live in a busy, cluttered retail environment, we wanted to remove as many unnecessary elements as we could and still deliver the 'GIVE JEANS' message in a fresh and unexpected way. We looked at many viable concepts to achieve this goal, but literally cutting out the 'GIVEN' jeans from our model not only communicated our message in a super simple and clear way, but it delivered a striking visual in-store than made people stop, take notice (and hopefully donate their jeans).

Give some indication of how successful the outcome was in the market
Thirteen stores in Levi’s main markets teamed with five Goodwill organisations to execute the denim drive. The campaign was a wide success and the following are a few key indicators from the 10-day event: nearly 2000 pounds of denim was collected, a total of $15,000 was granted by Levi’s to Goodwill’s employment training and job placement initiatives, media coverage from more than 60 outlets including Forbes.com, Google News, MSN, and Yahoo!, and over 2.8 million media impressions were made.