To promote a sale in a retail environment in an unusual and eye catching way, we used a visual language seen every day pinned to fences and garden walls but never in a retail clothing environment: the "For Sale" signs used by Estate Agents selling houses. We brought this unexpected outdoor imagery indoors and used it in the Levi's® Stores as a visual device. The idea of suburbia was further brought home through the use of props such as picket fences, hose pipes and garden gnomes as well as visuals of traditional garages and garden walls.

Our Levi's® customers loved the sale concept, they even stole the garden gnomes!

Walk-in trade doubled over the sale period and the stores were a sell out. All the old summer merchandise was cleared to make space for the new winter fashions.