Levi's Europe wanted to promote their new collection to all the major fashion magazines.

So we sent them a personalised, handwritten, gigantic pop up card.

With a closet. Filled with the newest Levi's collection.

It is there to stay, wear and use.The closet was produced by Dutch designer Daan de Haan. And illustrator Marianne Lock made the Pop-up Card alive by drawing and write the personal note on each closet.Every country’s sales manager delivered the pop up closet personally to the editors in chief.

The editors in chief were very impressed.The pop up closet was a hit at the office.90% of the magazines still have the closet at their office.100% of the magazines wrote an article on the new collection.The closet got a lot of online exposure on too.

With quite a few demands of people all over the world how to have one.