BBDO West turns the Levi's clothing care tag into a communications medium for Goodwill.
Oct 20, 2009
Starting next year, the Levi's care tag will become the vehicle for delivering an environmentally conscious message for Goodwill. BBDO West came up with a clever idea to include on Levi's instruction labels a recommendation to donate the clothing to charity once its owner tires of it.
The effort seeks to address the approximately 23.8 billion pounds of clothing and textiles that end up in U.S. landfills every year. The care tags will be seen starting January 2010 in Levi's retail and wholesale products and by Fall 2010 they'll appear on regional and global items.