This campaign was created as a class project. The entire class was assigned to advertise Levi's. My partner and I chose to be very specific on our target audience after reading the results of countless surveys and doing a dozen interviews surrounding jeans and Levi's.
Basically, skaters, and people that like to look the part, are partial to Levi's and we thought that we should only expand on that market (based on the 20/80 theory). We focused on what they really liked about these jeans, their durability.
As an additional bonus we decided to create a public service project, surrounding itself on an anti-bullying message. We plan to build skate parks in areas that typically would not have the money to put towards this. The parks would allow a place for teens to have a place to call their own and be themselves.