levi's strauss - it's not a levi's

With the new Levi's Tailor Shop, customers can customize and repair all their denim pieces with the help of expert tailors. So to bring the Levi's Tailor Shop to people's attention, we de-branded Levi’s itself. By cutting off all Levi's tags from our customers' customized clothing and covering all Levi's logos with pins and patches across all mediums, we took customization to a new level.

Copywriter: Yash Ram

Strategists: Yash Ram, Alan Hamui

Art Directors: Mark Concepcion & Kewei Zhu

Merits: Silver / One Club x FCB West Bootcamp ‘18 

IN STORE

For every tag we cut from the customized clothing, we gave our customers a patch to cover our in-store Levi’s logos.

OOH

Over time, our OOH Levi’s logos were covered with patches until the brand name was fully covered, because it’s not a Levi’s.

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VIDEO

We launched with two videos (45' TVC and 20' online video)

PRINT

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SOCIAL

We launched the campaign on Instagram, partnering with Justin Timberlake, who is currently the face of Levi's.

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A Twitter takeover allowed a new customer every day of the week to take over Levi’s Twitter account and share their customization story.

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