Levis — We Ride

Bearded messengers. Hipsters. Laid-back contraption kings. The world of ‘fixies’ (fixed wheel bikes) is a hotchpotch of two-wheeled clans. Levi’s was set to launch their new Commuter range – a denim line made for cyclists, but with style in mind. As part of the launch, Levi’s had acquired hundreds of bikes and set them up in stores around the world. But post launch, they had no use for them. So they gave us the challenge of finding a way to use the bikes that extended the life and hype around the campaign. The solution: Levi’s We Ride. A global, social campaign that invited cyclists to hashtag their favourite cycling pics for the chance to win a bike. David had just three days to turn around the campaign look and feel, website design, leaflets and promotional pack. Despite the tight timings, the campaign design went on to win a number of awards, both locally and internationally. Creative Director: Mike Watson Art Direction, Design: David Jorre, Kristina Matovic