THE ASK:
Levi’s is no longer an ‘All-American’ brand. Today, 56% of its revenue comes from outside North America.
Whether it’s through, commerce, culture or communication, the world is coming closer together. But at the same time, we are seeing a rise in xenophobia, fundamentalism and intolerance.
How can we help Levi’s become more inclusive, celebrate differences and embrace individuality?
INSIGHT:
It’s difficult to find a piece of clothing as widely loved the world over as jeans. And, although you may own multiple pairs of jeans, once your find your ‘perfect pair’, you hold onto it for as long as you can.
IDEA:
Nothing looks or feel better than the perfect pair of jeans. So how do we find the perfect pair? The concept of ‘The Perfect Pair’ will be brought into other aspects of our lives and also explore how the ‘Perfect Pair’ makes you feel.
THE PERFECT PAIR FOOD TRUCK
