Communicate the ‘Freedom to Move’ (FTM) brand idea through smart media usageCreate mass fame and awarenessRaise the standard of Levi’s as a high street retail icon. The ‘Freedom to move’ concept was teased on the streets with innovative magnetic and self adhesive stickers applied in places of restriction creating intrigue (such as the underground, one way streets) asking ‘Are you Free to Move’ and ghosting imagery in Levi’s store windows before the main spike of activity.

The imagery was revealed to the mass consumer with the domination of street furniture (6-sheets). Special builds were created (contravisions) in selected bus stops close to retail and youth hangouts. Platform domination (Xtracks) in key metro hubs was used to drive currency amongst youth and deepen comprehension of the FTM concept. To reinforce the iconic status and brand leadership, multifaceted megasites, building wraps and/or horizontal landmark sites were developed in key cities. Mobile video projections provided spontaneous ‘outdoor cinemas’ targeting prominent buildings in youth areas leveraging exposure of the brand story through the 60” TVC in 9 countries. Dictated the need for a consistent approach at retail and street level. Our media was responsible for taking the consumer on a journey by first teasing the word on the street prior to driving mass awareness of the ‘Freedom to Move’ concept using 6 sheets and finally the engagement through ambient specials and a landmark presence across Europe. Pioneered use of removable magnetic stickers – interrupting and engaging youth on the streets and enabling them to take the brand home into their bedrooms.Created intrigue and stand-out by applying the stickers in places of restriction (such as the underground, one way streets) asking ‘Are you Free to Move?’Follow up with the first ever ever Pan European video projection tour in 14 cities.Targeted prominent buildings using walls as ‘outdoor cinemas’.Placed Levi’s as the leader not only in denim category but also amongst youth brandsAll stickers had been removed within 3 weeks of the campaign starting. Job done!

Dictated the need for a consistent approach at retail and street level. Our media was responsible for taking the consumer on a journey by first teasing the word on the street prior to driving mass awareness of the ‘Freedom to Move’ concept using 6 sheets and finally the engagement through ambient specials and a landmark presence across Europe.