Care Tag For Our Planet
This cooperative campaign between Levi’s and Goodwill grew from a surprising fact. Every year, incredible amounts of perfectly good clothing are thrown out instead of donated. To help change that, we used an unexpected and unique advertising medium: the care tags inside every pair of Levi’s. This campaign was recognized in the One Show Annual, Communication Arts Annual, and won a Bronze Andy.
The campaign launched with a celebrity-filled event at Levi’s flagship San Francisco store and tons of press. Over 300 articles reached over 150,000,000 people, without any paid media.