AGENCY: Momentum Worldwide
CLIENT: Levi's
YEAR: 2010
ROLE: Art Director, Strategist, Copywriter

By establishing and developing the emotional journey today’s female pioneers are embarking on, we put together a program designed around the idea “What will you achieve in your Levis?”.

 

Playing on the brands values of achievement and longevity, we asked women to declare a pledge stating what they wanted to achieve in their Levis.

 

This could be as grand as “beat leukemia” or as subtle as “get back to school” – but these would then be embroidered inside the waistband of their new Levis, so every time they pulled on their jeans, they would be reminded of their pledge and motivated to go forth.

 

This was all accompanied by a week long event including after-hours private shopping, outdoor try-on events, immediate purchase offers, guerilla postings and a giant glass cube full of jeans that were ceremoniously burned during the weeks climax to a live performance by Florence and the Machine. We also presented an on-going speaker series of inspiration female pioneers talking about how they achieved their dreams and also making their own pledge.

 

An online community allowed pioneers to post their pledges and achievements and in turn would allow Levi’s to feature those individuals who achieved their pledges or make them the next “Levi’s Boy/Girl”.

 

Although only parts of this strategy were implemented, the depth of thinking and understanding of the Levi’s brand resulted in Momentum Worldwide becoming an official agency of record for Levi’s and point of contact for Retail and Experiential activations.

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