Levi's Wear The Pants

Taking khakis from Dilbert to daring.

Dockers had a perception problem. They were more associated with Dilbert-wear than cool, manly pants. The “Wear the Pants” campaign was a call to manhood, urging men to get out there, take action, and yes, do it in Dockers. Print, TV, and online drove to the Dockers Facebook page that featured a contest. Brand awareness went up, and sales rose over 200%. 


Art Direction / Design / Campaign

Working with a talented typographic artist, we created unique collages that captured the ethos of the campaign and, of course, featured the pants.

Out-of-home and digital drove to our contest on facebook.

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