Levi's 501 owners love the process of breaking-in a pair of jeans, as they get faded and familiar, becoming their own and fitting just right. We wanted, if we could, to reflect this process online, through digital communication, since the youth target spend so many hours in front of their computers.

So digital wallpaper was designed which was very unique. With every mouse movement across the desktop that the user made, the jeans could gradually, over time, be uniquely broken in. This wallpaper could be downloaded from the 501 site (for PC only).

The Time Will Tell wallpaper created the process of breaking-in a pair of Levi's 501 jeans in a place where the target spent huge amounts of their time. So it efficiently reached the target, with the right message and in a fresh way.

Within two months, over 43,000 downloaded the wallpaper. No other incentives were attached to the wallpaper, but it's a safe bet that this digital piece worked as an incredibly hard-working loyalty programme as it lived right there on the target's desktop.