The Brand

• ​American clothing company founded in 1852
  
• Well known for their iconic denim jeans.
  
• Company has implemented sustainable initiatives and has vowed to create more sustainable clothing. 
• Levi jeans have an undeniable presence in vintage/ second hand stores around America.

The campaign

• Sustainability campaign
• 85% of textiles end up in landfills, so product longevity is more important than ever.
• Since its origin, Levi’s has created high-quality jeans that are meant to last you a lifetime.
  
• So why not make them last more than just your lifetime?
  
  

​Target Audience

• Levi's customers aged 15- 30
• Consumers who care about sustainability and climate change
• Consumers who frequently shop in vintage stores

Lifetimes of Levis

More about the campaign

• Encourage consumers to purchase vintage Levi’s found in second hand stores to promote sustainable fashion sources and reduce the environmental impact Levi's has as a brand and their customers as consumers.
• Second hand vintage stores provide a sustainable shopping experience and reduces carbon pollution from the fashion industry while combating fast fashion.​

:60 Video Spot

Visual starts with imagery of a vintage store and woman and child looking through the jeans rack 
VO: In the land of the used and the left behind lives hope. A hope that what has been abandoned can be resurrected for the next lifetime.

Visual transitions to scenes of wildfires burning nature and large factories emitting smoke and pollution
 
VO: Mother Nature urgently needs us to change. That begins with rethinking our own nature to minimize the harmful impact of the fashion industry. Together, we can rewear to repair.

Visual ends with woman and child walking out of the vintage store while wearing Levi jeans holding hands

VO: We want our jeans to live multiple lifetimes, so future generations can live their lifetimes. Let's give ‘thanks I thrifted it’ a whole new meaning.

Depop Collaboration

• Announcement on Instagram
• Promotes sustainability and the idea of circular fashion
• Depop Survey: 90% of Gen-Z surveyed are actively trying to live more sustainably with an interest in fashion as a way to do so.

Instagram

Influencer Promoted Instagram Post

Vintage Shopping Guide