Within a general concern about pollution, and worried about the material discarded in their own production process, Levi’s wanted to build its sustainability credentials.So the challenge was, to position the brand as conscious of its environmental responsibility.Anchored in the trend of re using discarded materials, Levi’s proposed an action to generate change and sustainability consciousness among consumers.Levi’s invited to live the experience of bringing to life your own sustainable design toy: MuñECO.

This garment toy was created from samples, pieces of cloth, buttons, zips and every single material already discarded.

One of Levi’s main stores was transformed into an atelier where the workshop for this handcrafted toy production was held.To continue with the action, special workshops for designers were held, sponsored by the Metropolitan Design Center (Buenos Aires).As a result of this initiative:700 consumers participated on the first day.30 designers participated in the Workshops.3,000 MuñECOs were made, representing 6 tons of materials recycled.

Online/Offline coverage, by general and environment specialized press.And the activity was considered a Levi’s best practice, and was rollout to other markets.

The main activity was done in one of Levi's main stores, at the DOT shopping mall.To continue amplifying the idea, 2 workshops with the sponsorship of the Metropolitan Design Center and the Buenos Aires Government, were held. 30 well-known Argentinean designers participated in these working days.A full toolkit was developed to roll out the activity to other stores and markets.The weeks after the main activity, the whole package travelled around the country reaching national scope.

As a result of this initiative:700 consumers participated on the first day.30 designers participated in the Workshops.3,000 MuñECOs were made, representing 6 tons of materials recycled.

Online/Offline coverage, by general and environment specialized press, making clear Levi's point of view on this topic.

The activity was considered a Levi’s best practice, and was rollout to other markets around the world.