Levi’s
The Challenge
Levi’s developed a program “Paint Your Own Jacket.,” The concept was that customers who bought a jacket could customize their purchase in-store with paint.
Our Strategy
To drive customers to Levi’s in store program, kf!g combined product innovation, marketing, and community engagement to launch Levi’s “Paint Your Own Jacket” program. Our strategy was to select famous artists to paint the jackets, display them in Levi store windows, and auction them for charity. We advertised in the window and with the jackets to encourage the public to come in and paint their own, like the displayed artists.
Strategic Partnerships
Partnering with ArtExpo, the world’s largest art exhibitor, we recruited 100+ artists to paint jackets. We then partnered with eBay to auction off the jackets, with proceeds going to Youth Arts, which gives art supplies to underserved schools. These partners, in association with Levi’s, expanded awareness, reach, and created shared value across brands, artists, and the community.
Experiential & Community Engagement
Extended the media beyond the Expo venue by creating a visual exhibit to complement hanging artist jackets in ArtExpo, which were later displayed at Levi stores and corporate headquarters. Created artist-led school programs in underserved communities, which created press that embedded the event into the cultural life of California.
Innovation & Platform Creation
Levi’s Jackets and eBay's live auction drove the press. We had celebrity painters’ jackets with children on the floor of ArtExpo for national television exposure, jacket artists and buyers interviewed. We put Levi’s Jackets at the intersection of art, technology, and commerce while promoting Levi’s program and driving sales.
Storytelling & Media Amplification
Developed a multi-sector media strategy spanning art, fashion, technology, education, and lifestyle, inviting press to participate directly, with children and artists generating authentic high- impact national media.