CARE TAG FOR OUR PLANET by BBDO West for Levi`s

Adsarchive » Outdoor » Levi`s » CARE TAG FOR OUR PLANET

CARE TAG FOR OUR PLANET

Pin to Collection
Add a note
Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency BBDO West
Executive Creative Director Jim Lesser, Jon Soto
Art Director Heward Jue, Melanie Barti
Copywriter Michael Barti
Released October 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: GOODWILL
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.

Site Location
CARE TAG IN JEANS