The challenge is to develop a high-impact jeans collection campaign that brings the Levi’s “Buy Better, Wear Longer” purpose to life for a student audience by positioning denim as a lifelong investment rather than disposable fashion. This initiative requires sourcing a strategic upcycling or recycling partner, such as TerraCycle or a circular fashion NGO, to facilitate a "Denim Exchange" program where students trade in old jeans for repair vouchers or discounts on durable new pairs. To drive talkability and student engagement, the campaign will feature a "Tailor Shop on Wheels" touring major campuses to host DIY repair workshops and "Eco-Influencer" led social challenges like #LivedInLevis. By integrating these mobile pop-ups with geo-fenced in-store events and university-specific customization rewards, the campaign aims to foster deep brand loyalty, increase physical footfall, and drive sales through a commitment to circularity and sustainable style.

Our aim was to create awareness and develop a scalable programme that highlighted the Levi’s “buy better, wear longer” positioning, as well as make a difference to inspire style seekers and curators across the country. We reinvented the campaign “Get Rid Of Your Jeans For Good”, offering consumers an opportunity to donate any pair of jeans for discount off a new pair of Levi’s®. dotGOOD mobilised students from 23 different faculties at 33 tertiary institutions to create awareness of the campaign in their WhatsApp peer networks. We then partnered with Clothes to Good, a social enterprise that provides tailoring and employment for people living in low-income communities, with particular focus on people with disabilities and their families. Clothes for Good was able to upcycle the others to create a limited-edition range of accessories and homeware that was sold at a pop-up store in Sandton City.

The campaign achieved exceptional results, with over 1,000 pairs of jeans donated by students and customers, directly fueling a circular fashion economy. This initiative created vital employment opportunities for the "Clothes to Good" seamstresses—many of whom are mothers of children with disabilities—who spearheaded the upcycling and repair efforts, providing them with sustainable livelihoods. Ultimately, the campaign’s blend of social purpose and high-energy campus engagement proved commercially powerful, delivering a remarkable 266% Return on Investment (ROI) by the conclusion of the activation.