levi’s global brand campaign
Challenge: Sustainability is a touchy subject. Especially for companies like Levi’s that are producing millions of products each year. The apparel industry is facing an over-consumption crisis. A crisis fueled by fast fashion and the burdens it passes on not only to the environment, but to consumers who find themselves trapped in a cycle of buying, wearing once, and discarding into landfills. For their first global brand in seven years, Levi’s wanted to spread their sustainability message, but needed to do so authentically.
Insight and Idea: While the product innovations and progress Levi’s has taken to reduce their impact are noteworthy, the heart of their sustainability story is drawn from their past. Levi’s has a 150 year commitment to sustainability, with a heritage of high-quality, long-lasting products. And wearing clothing longer is the single most sustainable thing you can do to reduce your impact on the environment. Buy Better. Wear Longer. This simple, purpose-driven idea was brought to life through the lens of six Gen Z activists who are creating a positive impact in the world today.
Results: While the long term results of a multi-year platform launch like Buy Better. Wear Longer. won’t be realized for some time, initial digital and social results are very positive. In launch week total social engagements increased 71%, while the engagement rate increased 9%, with positive sentiment at an all-time high. The campaign also won Campaign’s Ad Net Zero award, celebrating the industry’s best work that is tackling the climate emergency.
Launch Anthem
Partner Film
Social Posts
