ASK:
How do we make biodegradability feel sexy and engaging, without turning it into an excuse for overconsumption?

PROJECT:
We rooted the campaign in a universal truth: relationships. In a post-Covid world craving connection, we created a playful campaign offering “tips for lasting relationships” both with your partner and your jeans. By paralleling love stories with the life cycle of denim, we framed sustainability with humor and warmth. The launch event brought the story to life in-store, featuring mojitos made with mint grown in soil fertilized with denim waste which, bonus fact, improves plant germination by 4.4%
and growth by 22%.