The brief was to promote Levi's new season of kids clothing. The objective was to communicate the superiority of the products as long-lasting, hardy clothes for children. As kids love pretending to be heroes when they play, we used familiar imagery from childhood tales and rhymes to engage parents by taking a cheeky poke at play behaviour commonly seen in children. The campaign also engaged children with a twist on stories they identify with. The point of sale medium, such as placement of posters in fitting rooms and shopping areas, was chosen based on the insight that mothers often shop with children in tow, and the posters would allow for interaction between mother and child.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.