Client: Levi's
Big Idea: It's A Love Story
What are some great love stories? Romeo and Juliet, football and beer, Beauty and the Beast, Bonnie and Clyde. . . here's the next one. Levi Jeans and your couch. It's a Love Story.
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Experiential
I decided to create a couch made out of denim (there are images of denim couches I could have used but they didn’t look how I wanted them to, so I made my own.) For this experiential activation, there would be four couches made of denim created and placed onto the Hollywood Walk of Fame, in front of the Chicago Bean, on Times Square, and in Piccadilly Circus in London. Obviously, these are some of the most popular tourist attractions in the world and draw thousands of visitors every day, so an odd blue couch would definitely cause people to stop and take a look. The first part of this idea is for this couch to be a photo destination and garner traction on twitter and other social media platforms.
The second part of this idea is where it gets really fun. There will be a sensor inside of each couch that can sense the pants of whoever sits on the couch. If someone is wearing a pair of Levi jeans, a secret compartment in the bottom of the couch will open and present the sitter with a brand new pair of jeans for free. These jeans will be exchangeable for the correct size anywhere Levi’s are sold. If someone sits on the couch and has jeans on that aren’t Levi’s, a different compartment will open and present the sitter with a coupon for a pair of Levi jeans. The couches will be in place for one week, enough time for people to figure out that if you sit on the couch with jeans on you get free stuff, but not enough time for Levi’s to go broke giving out thousands of pairs of new jeans. Ideally, people would discover the secret compartments on day 3 or 4 and it would go viral on social media, and there would be a 2 or 3 day frenzie at the end of the week. Every night at 10pm, the couches will be picked up by Levi’s branded trucks and taken to a secure place so the couches aren’t torn to pieces by people wanting free jeans. They will be put back at their respective places at 6am every day, and guarded by a security guard.
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