Denim Decoded
Integrated Campaign
CD: 
Gin Chen

Team: 
Zina Zhao People hunt for vintage, rare, *cough*, expensive Levi’s jeans, but then ask Reddit for advice on its authenticity.

A citywide hunt for hidden Levi jeans that will teach you how to spot a real vs fake by using our Denim Decoder.
OOH with a live countdown of how many wild(ly domesticatedly placed), vintage Levi’s jeans are left.



Our Denim Decoder mapping out the hidden, vintage Levi’s in plain sight for you to find! 










Let Lower Louder

End of work... Let’s have some fun?