The Green Fold ♻️

The Problem

Killer Jeans was ready to launch a range of denims that saved 100 litres of water per pair while manufacturing.

"That's great! But they look like any other pair of jeans."

How can we launch a revolutionary product to a consumer that loves to show off revolutions they support?

The Idea

Simple. We changed the product. We landed on the insight that young people today, don't just support causes, but they love to show off causes they support. Case in point: pink ribbons, Livstrong bands, semi-colon tattoos, and so on.

We coloured the jeans green on the inside (with eco-friendly dye) so you could fold your jeans up and literally show your green side.

1xGrand Prix (Integrated); 1xSilver (Design); at The Abbys

1xSilver Chair; 1xBronze at The Effies

1xSilver Lotus at The AdFest

1xSilver (Film Craft) for "Riot" at The Abbys

1xGold for "Riot" at Olive Crown

Here's the TV spot called "Riot."

Here are the print and OOH assets.