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
For every tag we cut from the customized clothing, we gave our customers a patch to cover our in-store Levi’s logos.
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.
We launched with two videos (45' TVC and 20' online video)
We launched the campaign on Instagram, partnering with Justin Timberlake, who is currently the face of Levi's.
A Twitter takeover allowed a new customer every day of the week to take over Levi’s Twitter account and share their customization story.