Other Consumer Products (Including Durable Goods)

Bronze
CAMPAIGN
The Waterless Project
AGENCY
BBDO Malaysia
CLIENT
Levi Strauss (M) Sdn Bhd
BRAND
Levi's
DETAILS
An aging premium jeans label seeking relevance with a new generation of youth consumers; the onslaught of newcomer jean labels; a global brand attempt at driving distinction with sustainability but with meagre budgets to work with in Malaysia, The Levi’s Waterless Project was the simple answer to a myriad of challenges…
 
By pinpointing the right nerve in sustainability in the context of water conservation during the height of water shortages in Malaysia and leveraging a specific Levi’s product line whose DNA was anchored in water conservation (used 96% less water to produce), we had both a cause and product worth shouting about. Not only that, by challenging people to share the same sustainability values of the product and produce a bill that proved they had saved water compared to their last bill in return for a saving on Levi’s jeans, allowed people to be a part of the conversation whilst driving real footfall and value for Levi’s in Malaysia.
Partners
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