The Homer Campbell story was one that could bring out the special trait of originality that's synonymous with Levi's. Therefore a promotion was built around his unique story.With the limited edition Levi's being promoted and eventually given away, live video of the storefront being seen on the website allowed online viewers to participate in the contest wherever they were.

The cutting-edge technology and 'being there' idea reflected the brand originality as well as its strength as an innovator. Also, the way the campaign reflected the retro historic event of Homer Campbell also brought relevance to the brand while supporting its heritage.

Over 12,000 people participated online, twice the client's goal. And a good amount of media coverage about the simultaneous offline/online promotion helped the brand gain some helpful recognition for innovation and 'cool' factor.