The Background:
Goodby, Silverstain and Partners is a full-service advertising agency located in San Francisco. The agency is well known for many great marketing campaigns for companies across all sectors such as Hewlett- Packard, Adobe and Häangen-Dazs.
During the “Advanced Interface Design” module at Hyper Island, Goodby, Silversten & Partners challenged us to create an interactive campaign that involved the 5 human senses.
I worked on this project with other 2 Hyper Island students; Mari Bergström and Daniel Kullberg.

The Brief:
The biggest challenge was to deal with the different aspects of the project within a limited time frame:
We had one week to decide which brand we wanted to work with and after a long conversation we picked Levi’s.

The brief created by myself and our team was to create an interactive campaign that was to raise the awareness, revamp the brand and generate a great return on investment for Levi’s. We felt that Levi’s as a brand is not perceived to be as edgy and cool as it used to be. We saw something interesting in the fact that lot of people have at least one pair of Levi’s jeans in their wardrobe, but is not the first pair of jeans that they think to wear when they go out. Another interesting aspect was that people take jeans for granted and they are not conscious of how this everyday “mate” is involved in every aspect of their lives.

The Solution:
What if something that we are taking for granted is suddenly gone? We made the Levi’s icon ’501’ model disappear, from every store worldwide for a limited amount of time. In all the global Levi’s stores the staff are only sanctioned to wear levis pants, no jeans are allowed. At the same time around the world pairs of jeans start to appear in strange places with messages to explain the reasons why they have escaped and they are heart broken.

People without pants start to manifest in different cities to get the jeans back. On-line and off-line channels are also used to spread the message. After a week Levi’s release 1000 pairs of new limited edition 501, Heartbroken Levi’s 501.

The second part of the campaign was called “Show me your love” and people had to communicate through an on-line platform and show "them love for them jeans" in order to get one of the 1000 special edition jeans.

Conclusions:
A 360° brand building campaign that encourages people to show "them Love for them 501’s." When we presented the concept to the agency they were really happy we got very good comments anytime we showed the idea around. I have been the Project manager, Creative, Art director and Designer in this process. It was one of the most rewarding projects that I have been involved in at Hyper Island. It was also one of the very first times that I have had complete control over project management and it gave me a greater understanding of the role.