We hired a magician with a zig-zag box. Volunteers entered the box and their lower torso was separated just like a pair of Detachables trousers. After each performance, a flyer pointed the audience towards Levi’s stores.

The campaign generated major word-of-mouth buzz and was discussed heavily among its young audience. The trousers/pants section of the Sykes brand reported a whopping 77% increase in sales this year. With only the cost of a local magician and a zig-zag box, this campaign was an extremely inexpensive solution. Levi’s India is now extending the campaign into print and outdoor.