Dockers, one of the Levi Strauss brands, is offering real men (and women) to enter a new contest for a chance to receive as much as $100,000 to develop their lifetime dream project, either business or personal ones. The US competition comes as part of the ‘Wear the Pants’ global ad campaign, which has been running since 2009 celebrating “a new style of masculinity—one that blends accountability and sensitivity, for the man who knows how to change a tire and a baby’s diaper.” The well-known khaki pants brand is giving away the major prize of $100K as well as additional 43 ‘Man Grants’ with total value of over $75,000 in services, tools, resources, or cash.
Levi’s
Levi’s has launched another promotional project related to music, travelling, amateur documentary and pioneering youth spirit. The 2011 Levi’s Roadwear campaign, which was developed by BBH Asia Pacific, merges the best traditions of the previous brand’s initiatives of this kind, including the viral spot ‘Guy Walks across America’ and ‘Norte a Sur: Una Ruta, 5 Experiencias,’ a TV series chronicling the journey of five American Latinos along the Pan-American Highway. The campaign is supported by an interactive story which builds on a road trip by Mermonkey band, three mates who embarked on their first-ever tour across the country. Their routes are mapped on the website www.levisroadwear.com/my, which is created in style of old cartographic pieces on which brands jeans models look like geographical objects.
Levi’s® kicks off the search for the second-ever ‘Levi’s® Girl,’ the online voice of Levi’s® women. Using its crowdsourcing Facebook app, users are able to submit videos documenting why they should be chosen as the new face and voice for Levi’s women in the digital space. In this specialized six-month assignment, the new ‘Levi’s Girl’ will allow the brand voice for women to be heard and channel the essence of ‘Shape What’s to Come,’ the brand’s global online community where millennial women around the world can connect with peers and mentors to shape their futures.
Levi’s is very serious about making an ecological revolution under a denim banner. The brand, which has been known as the leader of jeanswear business since 1853 and one of the most active environmental game-changers among today’s companies, is offering solutions (both crowd-sourced and developed by the Levi’s team) to address the problem of extra water and energy consumption. The latest innovation of the brand, Water < Less denim, has been designed to address the issue—to help us (the industry and individuals) use less water on each stage of the jeans’ life. The brand has also released a hilarious video, which introduces the new cutting-edge solution (the offline presentation was held in November).
Ahead of Christmas, Levi’s is launching a competition, which echoes the major theme of the brand’s latest ‘Go forth‘ campaign and is supporting the idea of its latest project dedicated to craft, Levi’s Photo Workshop. The brand teamed up with the Hipstamatic community to kick off the ‘Holidays Captured’ contest, which revolves around sharing the festive spirit and taking hilarious digital stills, which encompass the vintage style of film photography.