Brief Explanation

In 2011, Levi’s launched Curve ID; a range of women’s jeans that fit shape, not size. To compliment the launch, Levi’s asked us to start a conversation. They gave us $10,000 and a pair of Curve ID jeans. The brief: Levi’s make your bum look great. The solution: We mounted a hidden camera in a pair of Curve ID and documented every look, gawk and peek. The target was 100,000 hits on YouTube. In the first 10 days, this ambitious product demonstration was viewed 8 million times, was number 1 on the Ad Age Viral Video Chart, and was one of the most viewed clips in 10 countries.