Results and Effectiveness

Over 43,000 downloaded the wallpaper in the first 6 weeks, even without any incentives, such as discounts. The fun and useful tool reinforced the brand message while transforming a medium into a message that fed the target's desire for individuality.

Creative Execution

Wallpaper was designed with an application that was very unique. With every mouse movement across the desktop, the jeans were gradually, over time, uniquely broken in. 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 amount of their time.

Insights, Strategy and the Idea

In Asia, Levi’s doesn't have the same iconic status as in the States or Europe. But there is growing understanding among most about its long history and that the brand stands for originality and self-expression. For this work Levi's wanted to have a way of reaching the youth market, and supporting the growing desire for self-expression. They also wanted to reach them in a way that felt, cool and current. 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 to reflect this process online, through digital communication, since the youth target spend so many hours in front of their computers.