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Levi's - Uncomplicate
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Challenge. Things have gone too far. Ordering a medium cup of joe requires fluency in Italian and picking up a new winter coat requires an entirely new vocabulary. High performance outer layer!? There used to be a couple of brands of jeans, now there’s a new brand every five minutes and a million washes and finishes. Our job was to sow the seed of discontent with modern complexity. And show that some things are as they always were – simple and good. Our job was to position Levi’s® 501® as the antidote to complication.
Target. Young men ages 18-24.
Solution.Campfire positioned Levi’s at the center of a debate about the absurdity of life’s complexities. By seeding “uncomplicate” into the cultural conversation we could position Levi’s as an original - at once old school and relevant.
Campfire commissioned two film makers, Evan Bernard and Simon Blake, to interpret a world gone crazy with complications. By using a highly varied combination of guerilla marketing tactics, we were able to gather and lead the audience through a process of discovery to the films.
From each film our culturally creative target could get involved in the behind the scene’s action with their peers and the director to peel apart the layers of making the film – uncomplicating the process, and engendering community and discussion around Levi’s, life and filmmaking. Positioning Levi’s as the catalyst for the debate and the community discussion brought Levi’s back into view and relevance for these young adults.
Media. Over the course of 2 weeks the uncomplicated debate ranged across:
Web sites
Banner Ads
Director’s Blogs
2 Films
Merchandise
Unbranded Blog Ads
501 Bridge Page
Window Decals
Web Editorial
Polaroids (8 markets)
Post cards
Wild Postings NY/LA/SF
Email
Coffee Cups around NYC college campuses
Results. Three weeks after launch we tracked 3,087,147 hits, 144,596 views, 110,648 unique visitors, countless blog conversations, and press mentions.
