Levi’s was one of the first brands in the world to contribute to this important cause as soon as it surfaced in San Francisco in the 80’s. As there was no budget for this campaign, the challenge CENTOESEIS put to Levi’s was to make the manifesto known to as many people as possible with the least investment.

The campaign created a positive perception of the brand. The brand had always supported the cause but never as categorically as this time. The strategy was so successful that it will probably be adopted by Levi’s worldwide.