We take water for granted, but 1 out of every 6 people on the planet do not have enough clean water to drink. Confronted with this fact, Levi’s® developed a new line of jeans that reduces the amount of water used in the finishing process by up to 96%. But that’s only half the story – as part of the global campaign to launch this new line of Water<Less™ jeans, Levi’s wanted to engage their consumers to understand the issue, and to ask them to be part of the solution.
WORK
m ss ng p eces created two shortvideos designed for distribution on Levi’s online channels. One is a highly creative, stop motion manifesto; the other was a live event, documented through video and social media.
RESULTS
The Water<Less line launched to major acclaim and coverage by the mainstream, environmental and creative press. The stop motion film was seen millions of times around the world, and the World Water Daymarch was the beginning of an extremely successful social campaign that enlisted its fans to help donate clean water.
BEHIND THE SCENES
It took four teams of animators five days to craft the eighteen sequences in the stop-motion film.
WORLD WATER DAY EVENT
Then, on World Water Day, we led a crowd of 100 people on a 3.7 mile march through Manhattan – the average distance that a woman in a developing country has to travel to get clean water. Each participant carried an empty water jug marked with #WATERLESS, kicking off a major social media campaign that triggered Levi’s donation of millions of gallons of water to communities in need.
