| Levi’s Club Confession |
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Aliganza devised and carried out a wicked, non-standard action Levi’s Confession Bus. Being the “mother” of the idea, Aliganza was responsible for the whole of the project in three polish cities. The agency also organized a group of animators who performed the imagined role of a “confesser” in front of a camera. Later on, we have made a compilation of the footage. Aliganza also performed all the PR and media relations activities (before, during and after the event).
During spring 2009, the Party Levis Bus cruised around three biggest Polish cities. It drove the hottest club routes and could have been seen in Warsaw, Cracow and Poznan. All the clubbing fans partying at the moment in their favorite clubs could not have missed the Levi’s Confession Bus. A few meters from the club entrances our people ‘recruited’ clubbers to the bus and transported them to a next spot. All those who wanted to get a ride on our party bus had to CONFESS in front of the camera and answer the “ What does it mean to you to LIVE UNBUTTONED?” question. Authors of the most surprising answers were given a prize – a pair of Levi’s Jeans! Interiors of the club vehicle was designed and decorated with the newest clothes from Levi Strauss. The jean installation caught attention of clubbing fans. The whole event – Levi’s Confession Bus – Red Tab 501 was registered by a freaky camera man and the movies can be watched on eu.levi.com and YouTube. The event was designed to highlight the music and party-oriented “climate” of Levi’s Jeans. It also announced the youth that the brand is constantly following needs of their generation. Aim of the utmost importance, however, was to refresh the ‘friendship’ with good, old (always freshly designed though!) 501s and to promote them in the media. Levi’s Confession Bus turned out to be a successfully covered theme in the media – in newspapers and numerous web platforms.
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