In 2012, as part of our retainer as Levi’s® communications agency, we brought the global brand concept – print workshop – to London. Levi’s® wanted to capitalise on increased footfall during the Olympics and emphasise the brand’s longstanding association with craftsmanship, innovation and style.
Our idea was to create an interactive experience that involved consumer participation, social media interaction and enlist credible London talent to build awareness through association and network and spark media interest.
We created a screen print workshop in London’s Regent Street store where customers were invited to print their own t-shirts with artist Anthony Burrill’s limited edition designs celebrating the capital via a witty play on words. To amplify the project’s message and engage audiences further afield than the capital, customers could get involved on social media by suggesting slogans on Twitter using the hashtag #PrintLondon.
During its three week run, footfall reached 23,518, 80% of graphic tees sold throughout the period were Print Workshop designs and the #PrintWorkshop hashtag increased Levi’s® Twitter following.