Creative Showcase

Guy Walks Across America / Levi Strauss & Co.

Submitted By Walter Haas

Description

A guy in Levi's walks across the country in spectacular stop motion. Positioned as user generated content, the spot took off, garnering significant earned media and user engagement. 3 milliion hits in the first month -- we knocked out Old Spice on the ad age viral chart, and brought a lot of happiness to a wide group of consumers who want to love our brand.

Objective

First part of "Project Beaker" - a new content sourcing strategy that incentivizes creativity through performance based compensation. Agencies make spec work, we test in the market, and reward those who meet our benchmarks. Low upfront investment and a streamlined approval process lowers risk and still allows for great creatiive work.

Technical Challenge

14 days, 2777 still frames of a guy walking smoothly across America. See behind the scenes for more info. Thank you for your consideration:
http://www.youtube.com/watch?v=cp8t27oT_ww

Credits

Related Items

Nelson Schmidt Client: Milwaukee Art Museum/Grape Lakes Food and Wine Festival Title: Wine Auction/Dinner Ad/Poster

Rahul Manchanda Client: POWERHOUSE SPORTS Title: Slimming ad

Ashley Allen Client: The Peace Corps Title: Think local. Act Global.

The Classic Partnership Advertising Client: Eros Group/Hitachi Title: No trace