Wash & care

Very cute (if a little long) video for Levis.

Yet another example of a brand using social awareness for brand association.

I'd love to see the strategy and insights that led to this initiative.

Not because I'm a sceptical but because I'm genuinely interested.

The TM on the word waterless is a bit of a worry.

Plus the modern denim industry is basically built upon treatments and washes.

So I'll be watching this campaign to see what eventuates.