Campaign Spotlight: Levi’s Urges Filipinos to “Be Pants of the Solution” and Answers Metro Manila’s Water Crisis

MANILA PHILIPPINES – Amidst the water crisis currently happening in areas all around Metro Manila, Filipinos have been trying to find ways to conserve water and solve the problem. Global denim brand Levi’s steps in to address the issue with a simple solution: don’t wash your jeans. 

 

 

There’s no need to look far to be part of the solution to the water crisis in Manila, says Kat Costas, Marketing Manager, Levi’s Strauss Philippines, Inc. (LSPI).  “One way we can do our share in addressing the shortage is so near us. In fact, we might be wearing them right now.”

 

“Levi’s® Jeans don’t really need to be washed, except occasionally,” Costas continues. This information comes in handy as the country is going through a water crisis, with key cities suffering from water cut-offs the past week.  “Raw denim is best given a good 6 months before washing. The longer you can leave it, the better your jeans will look.”

 

Why so? Indigo will wear off in places where you create natural creases, by just sitting down or putting your phone in and out of your pockets. Your movements will make your jeans look great.

 

Herbert Hernandez, Creative Partner of GIGIL, the ad agency behind the campaign adds, “In a crisis like this, everyone has to pitch in.  We’re proud that a big [brand] like Levi’s is, having a product feature that can help ease it.”

 

So resist washing those denims, Costas advises, and save as many as 21 liters–enough drinking water for a day to sustain 17 Filipinos.