Levis Water<Less CSR campaign

Leviâ&#x20AC;&#x2122;s Jeans CSR Ad Campaign Proposed by: Hansa Hatrote FC6B

About the Brand Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. It has 500 stores, and our products are available in 110 countries around the world. Levi's has been worn by people from all walks of life, from miners to actors to Nobel Prize recipients, from Marlon Brando to Albert Einstein himself! The brand is extremely versatile and down to earth. A pair of Blue Jeans from Levi’s is considered a classic in every wardrobe. The brand isn’t just a cult favorite. It’s made it’s impact because of it’s values: EMPATHY Walking in other people’s shoes Empathy begins with paying close attention to the world around us. We listen and respond to the needs of our customers, employees and other stakeholders.

INTEGRITY Doing the right thing Integrity means doing right by our employees, brands, company and society as a whole. Ethical conduct and social responsibility characterize our way of doing business.

ORIGINALITY Being authentic and innovative The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of our business. Through innovative products and practices, we break the mold.

COURAGE Standing up for what we believe It takes courage to be great.

Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by our convictions and acting on our beliefs.

Levi’s CSR Initiatives done Waste < Less Jeans made out of Recycled Plastic Bottles. Around 6-9 bottles were recycled to make one pair of jeans, recycling and repurposing more than a hundred thousand plastic bottles.

Encourage Voting With the “VOTE” t-shirt, Levi’s used celebrities and influencers to increase awareness on the importance of voting and encouraged people to go make a vote.

A Care Tag for Our Planet Levi’s introduced the World’s first “Care tag” that told the consumer to care about washing, wasting less water, washing infrequent times and encouraged to line dry instead of using a dryer.

LGBT Pride Support Levi’s introduced an ad campaign featuring members of the LGBT community, priding themselves with the pride colours paired with Levi’s products to increase awareness and gather support for equal representation.

Levi’s Ad Campaign Style • • • • • • • •

Average Everyday Looking Models Having Fun, Being Themselves, Comfortable Either Light jeans and bright colour palette or Dark Jeans and Dark colour Palette Wearing classics: white top, crop top, shirt and tie, stripes, white t shirt No-makeup makeup look Predominance of Blue with pops of Red Emphasis on Fit and Texture of Garments.

Showing Movement, not still posed shots.

Levi’s initiative Water < Less Water < Less Less is More. Water<Less™ products reduce the use of water in the finishing process by up to 96% for some styles. Levis has already made more than 13 million Water<Less™ products and saved over 172 million liters of water. That's just the beginning as they are committed to making more Water<Less™ products.

More than 3,000 liters of water are used during the full product cycle of a single pair of Levi's® 501® jeans. We found that 49% of this water is used to grow the cotton and 45% is used when our customers wash their jeans. The remaining 6% is used during the manufacturing process of the jean.

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FUN

Mood Bringing the Casual, Cool and comfortable vibe of Levis, this ad campaign will feature craziness mixed with being comfortable. â&#x20AC;&#x153;Live in Levisâ&#x20AC;? tells you to spend every breathing moment of every task of your life in these very versatile pair of jeans and the ad will do the same showing how your go to pair of worn out jeans actually saves so much water in the environment for better things to prosper!

COMFORTABLE

CRAZY

CAREFREE

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