Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Dockers
Dockers' Return to Manhood

RAN IN: United States

CLIENT
Levi Strauss & Co.

Jen Sey, SVP, Global Marketing
Karen Riley-Grant, Director, Global Consumer Marketing
Melina Baxter, Sr. Manager, Global Consumer Marketing

AGENCY
Draftfcb San Francisco *Lead Agency

Tom O'Keefe, EVP, ECD North America
Vicki Wagner, SVP, Group Account Director
Matthew Willcox, SVP, Dir. Comm. Planning
Julie Scelzo, SVP, Creative Director
Desmond LaVelle, SVP, Creative Director
Molly Lewis, Account Supervisor


OMD Los Angeles *Lead Agency


SUMMARY

Khaki pants, once a symbol of rugged masculinity and freedom from suits and ties had become the default uniform of cube dwelling middle-aged middle managers. Which was a problem for Dockers, the category leader. Our task was to give the brand back its potency and reverse a long-term downturn. Our creative solution, 'Wear The Pants', did this and more. By highlighting the societal issue of the male decline, we touched a nerve with men and society as a whole as to what being a man might mean.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Retail Experience, Guerrilla, Events, Packaging, Consumer Involvement

Audience: Connect with a new audience,Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to brand influencers, Speak to Young Men,Speak to Fathers

Type: Business to Consumer

Classification: National

Language: English