PROJECT WATERLESS

TitlePROJECT WATERLESS
BrandLEVI'S
Product / ServiceWATERLESS JEANS
CategoryB03. Consumer Products (incl. durable goods)
EntrantBBDO PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company BBDO PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA
Advertising Agency BBDO PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Tan Chee Keong BBDO/Proximity Malaysia Executive Creative Director
Adam Chan BBDO/Proximity Malaysia Creative Director
Carina Teo BBDO/Proximity Malaysia Creative Director
Adam Chan BBDO/Proximity Malaysia Copywriter
Ferhan Faidzan BBDO/Proximity Malaysia Copywriter
Tan Chee Keong BBDO/Proximity Malaysia Art Director
Mimmo Leong BBDO/Proximity Malaysia Art Director
Lian Ee Wern BBDO/Proximity Malaysia Designer
Hong Nyok Hwa BBDO/Proximity Malaysia Head Of Av
Sandra Duarete BBDO/Proximity Malaysia Agency Producer
Jackie Chong BBDO/Proximity Malaysia Agency Producer
Jelise Chung Directors Think Tank Director
Pat Singh Directors Think Tank Executive Producer
Andrea Duarete Canang Studio Managing Director
Alvin Ho BBDO/Proximity Malaysia Art Director

The Brief

Our biggest challenge was making the product story of WATERLESS jeans relevant to the target market – a collection that uses up to 96% less water in the finishing process. The question was, how do we make a pair of jeans designed around water conservation relevant to a nation with the highest water consumption per capita in the region? The idea challenged the youth of Malaysia to live the very DNA of the product. Save water by changing habits. After one month, they would have to prove it by bringing in their water bills to the store. Old bill vs. new bill.

Creative Execution

We got the target audience to save water by changing water usage habits. After one month, they would have to prove it by bringing in their water bills to the store. If they made a positive change and saved enough water, they would save on the Levi’s WATERLESS collection. We posed a challenge: “How much water can you save in a month?” If they saved enough, Levi’s would reward them at the end of the month. Every 1m3 saved would equate to RM20 off the WATERLESS Jeans. We invited people to bring in their water bills to Levi's stores. The more they saved, the more they were rewarded.

Describe the creative solution to the brief/objective.

It takes about 42 litres of water to make a pair of jeans. Levi’s® new WATERLESS Collection uses up to 96% less water in the finishing process, saving more than 170 million litres of water to date. Malaysians use 226 litres of water a day – the highest in the region . A study showed that 70% of Malaysians use more water than they should. hHow do we make the core essence of the collection resonate with the target audience? How do you make a pair of jeans designed around water conservation relevant to Malaysia - a nation with the highest water consumption per capita in the region?

Results

Was a success in more than 41 stores nationwide. The campaign was covered in local dailies securing 460,000 PR impressions. Received 1000+ likes on its Facebook page. Sales increased by 20%. More than 50% sell-through nationwide 15% increase in store traffic 9% conversion rate And we got the youth of Malaysia to see WATERLESS jeans as something more than just a fashion statement.