The objective for Community Day was to engage the consumer in the Levi Strauss & Co. volunteer day via denim donation, to promote the partnership between Levi’s and Goodwill, to celebrate the pioneering ideal that is eternally and uniquely America’s and Levi’s, and drive retail sales. The target was all Levi store consumers, particularly those who were emboldened by the economic and political climate of the time. These were individuals who wanted to be part of the solution, who support and celebrate companies and organisations who were leading the way.

Because this poster would live in a busy, cluttered retail environment, we wanted to remove as many unnecessary elements as we could and still deliver the 'GIVE JEANS' message in a fresh and unexpected way. We looked at many viable concepts to achieve this goal, but literally cutting out the 'GIVEN' jeans from our model not only communicated our message in a super simple and clear way, but it delivered a striking visual in-store than made people stop, take notice (and hopefully donate their jeans).

Thirteen stores in Levi’s main markets teamed with five Goodwill organisations to execute the denim drive. The campaign was a wide success and the following are a few key indicators from the 10-day event: nearly 2000 pounds of denim was collected, a total of $15,000 was granted by Levi’s to Goodwill’s employment training and job placement initiatives, media coverage from more than 60 outlets including Forbes.com, Google News, MSN, and Yahoo!, and over 2.8 million media impressions were made.