Levis Commuter Jeans

We (a classmate and I) were tasked with promoting Levis Commuter Jeans (as industry practice, the jeans were discontinued years ago). We had to target people who used cycling for commuting around cities and towns, who usually wouldn't wear jeans on their bikes. We were tasked with creating three different executions with three different insights.

Our first insight was: Nobody looks good in lycra. Cyclists typically tend to cycle in lycra as it is comfortable, breathable and suitable for the commute, even if they are unfashionable. Levis Commuter jeans are made to combat this issue, combing the comfort and breathability of cycling, and the style and practicality of Levis jeans.

With our insight and challenge in mind, our idea was to show just how ridiculous people look in lycra. We decided to use the These was our execution:

Our second insight was: Cyclists have a bad reputation amongst other road users. And our idea for this was that nobody has to know, and Levis Commuter Jeans will help to redeem you. This is our execution:

Our final insight was: Cyclists need breathable and comfortable clothes to maintain hygiene while commuting. Our idea was to showcase some of the built-in hygienic technologies and how they benefit the rider.