Levi's Tailor shop isn't on peoples radar, it's just something you do yourself.
Client: Levis and FCB West
It takes courage to show the world who you are.
Our concept, "Tailor Your Story" solved the problem by sharing the backstories of customer's embroideries to inspire people what to get for themselves. This will encourage the public to share their stories through the embroideries. We used celebrities to spark the conversation, sharing their stories with the world and what embroidery they chose to get. We created three billboard campaigns showing three different celebrities with real stories and two print ads with customers who show theirs.
Lastly, we created an experience for people to join a pop-up tent-shaped as Levi's own logo but upside down, containing a workshop where people could tailor their stories through embroideries. Later their embroideries and messages will be placed on a wall creating a huge Levis jean jacket.
OUT OF HOME
LEVIS WORKSHOP TENT
The pop-up tent is shaped as Levi's own logo but upside down. Inside anyone can join the workshop where people can tailor their stories through embroideries.
LEVIS WALL ART
When the embroideries are done people are able to put up their embroideries on a huge Levis jacket. This piece will be placed as wall art for the public to look at.