For a change, Levis forgets those irresponsible who do you want to unbutton questions, and becomes responsible. Latest big brand announcing its corporate social responsibility without much expense.
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The idea is to encourage people to donate their old jeans. From January 2010, Levi’s care tags in their jeans will carry a simple message encouraging people to donate the item to Goodwill when done with it. This new initiative is now being advertised with the creative support of BBDO West through viral videos.
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