Levi’s — – David Jorre

Levi’s —

WE RIDE

ROLE

☯ ART DIR. ✦ PROD. DSGN. ▩ BRANDING
❋ UI DSGN. ☻ MOTION ❇ ILLUSTRATION

Creative Director: Mike Watson
Senior Designers: David Jorre, Kristina Matovic

Bearded messengers. Hipsters. Laid-back contraption kings. The world of ‘fixies’ (fixed wheel bikes) is a hotchpotch of two-wheeled clans. Levi’s was set to launch their new Commuter range – a denim line made for cyclists, but with style in mind. As part of the launch, Levi’s had acquired hundreds of bikes and set them up in stores around the world. But post launch, they had no use for them. So they set the challenge of finding a way to use the bikes that extended the life and hype around the campaign.

The solution: Levi’s We Ride. A global, social campaign that invited cyclists to hashtag their favourite cycling pics for the chance to win a bike. David and Kristina had just three days to turn around the campaign look and feel, website design, leaflets and promotional pack. Despite the tight timings, the campaign design went on to win a number of awards, both locally and internationally.

Awards

2013 IPM AWARDS – Best Direct Marketing Led Campaign (Gold)
2013 IPM AWARDS – Best Healthcare, Fashion and Beauty Led Campaign (Finalist)
2013 MAA BEST AWARDS – Best Direct Marketing Led Campaign (Gold)
2013 SIGI AWARDS – Direct Marketing (Highly Commended)
2013 CAMPAIGN BIG AWARDS – Direct Marketing (Finalist)
2013 CRESTA AWARDS – Direct Marketing (Finalist)
2013 MAA BEST AWARDS – Best Typography (Finalist)