This cooperative campaign between Levis and Goodwill grew from a surprising fact. Every year, incredible amounts of perfectly good clothing was being thrown out instead of donated. To help change that, we used an unexpected and unique advertising medium: The care tags inside every pair of Levis. I art directed this campaign which included posters, print ads, bus shelter ads, and in-store signage. Created while at BBDO, San Francisco.
Scope: Art Direction, Outdoor Advertising, In-Store Promotion