MUÑECO by Furia for Levi`s

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MUÑECO

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Industry Apparel, Clothing & Footwear, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Argentina
Agency Furia
Art Director Pablo Cerezo
Copywriter Guillermo Tragant
Designer Marcelo Cardozo
Photographer Tomas Piola
Released October 2010

Credits & Description

Category: Environmental PR
Advertiser: LEVI'S
Product/Service: SUSTAINABLE DESIGN TOY
Chief Creative Director: Guillermo Tragant (Furia)
Copywriter: Guillermo Tragant (Furia)
Art Director: Pablo Cerezo (Furia)
Production Manager: Martin Salas (Furia)
Production Manager: Ana Bruno (Furia)
Designer: Marcelo Cardozo (Furia)
Photographer: Tomas Piola (Furia)
Executive Producer: Martin Salas (Furia)
Media placement: Press Release - G7 - November 2010
Media placement: Press Release - OH LALA! - November 2010
Media placement: Press Release - ATYPICA - November 2010
Media placement: Press Release - 90+10 - October 2010

Summary of the Campaign
Within a general concern about pollution, and worried about the material discarded in their own production process, Levi’s wanted to build its sustainability credentials.
So the challenge was, to position the brand as conscious of its environmental responsibility.

Anchored in the trend of re using discarded materials, Levi’s proposed an action to generate change and sustainability consciousness among consumers.
Levi’s invited to live the experience of bringing to life your own sustainable design toy: MuñECO.
This garment toy was created from samples, pieces of cloth, buttons, zips and every single material already discarded.
One of Levi’s main stores was transformed into an atelier where the workshop for this handcrafted toy production was held.
To continue with the action, special workshops for designers were held, sponsored by the Metropolitan Design Center (Buenos Aires).

As a result of this initiative:
700 consumers participated on the first day.
30 designers participated in the Workshops.
3,000 MuñECOs were made, representing 6 tons of materials recycled.
Online/Offline coverage, by general and environment specialized press.
And the activity was considered a Levi’s best practice, and was rollout to other markets.

The Situation
Within a general concern about pollution, and worried about the material discarded in their own production process; Levi’s wanted to build its sustainability credentials.

The Goal
The main objective was to position Levi's as a brand conscious of its responsibility with the environment.
Nowadays, consumers are worried about sustainability matters and therefore they are more open to adopt new habits, allowing trends such as, re using discarded materials for design, to emerge.

The Strategy
Levi's had to postulate its position about environmental affairs, particularly, within the textile industry responsible of wasting tons of cloth and other materials as part of the production process.
So the idea was based on re using its own materials to offer a sustainable design object aligned with the brands fashion collections.
Involving the consumers in the activity of transforming waste into a desired object, would definitely increase the impact.

Execution
The main activity was done in one of Levi's main stores, at the DOT shopping mall.
To continue amplifying the idea, 2 workshops with the sponsorship of the Metropolitan Design Center and the Buenos Aires Government, were held. 30 well-known Argentinean designers participated in these working days.
A full toolkit was developed to roll out the activity to other stores and markets.
The weeks after the main activity, the whole package travelled around the country reaching national scope.

Documented Results
As a result of this initiative:
700 consumers participated on the first day.
30 designers participated in the Workshops.
3,000 MuñECOs were made, representing 6 tons of materials recycled.
Online/Offline coverage, by general and environment specialized press, making clear Levi's point of view on this topic.
The activity was considered a Levi’s best practice, and was rollout to other markets around the world.