Paris

SITUATION

October 2002. LEVI’S was workking on the launch of a brand new product : the Type One jeans. These jeans are supposed to replace the Engineered line, that was out of fashion.

CONCEPT

LEVI’S asked Michael Dupouy, founder of La MJC to be the representative of the Type One jeans in Paris.
The mission was to find among his contacts trend setters from different environements such as Fashion, Music, Contemporary Art, Press, TV, etc.. to wear the product , 3 months prior to its official launch in stores and so generate a buzz

A fashion show and a launch party were organized by Différences Communication agency. Each trend setters contacted by the ambassador had to be present for the event.

The music of the party was handled by La MJC.

GOALS

-Genarate a buzz on LEVI’S TYPE ONE JEANS, 3 months prior to the official launch of the line.

-Make trend setters wear them prior it arrived in stores.
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RESULTS

-30 VIPs chosen by La MJC wore the LEVIS Type One Jean prior its official release.

-The operation was supported by commercial editorials in specialized publications and by a successful launch party.