The Ask
Position Levi’s SecondHand as Gen Z’s go-to source for sustainable denim.
Insight & Idea
Gen Z values nostalgia — and with 83% saying they’ve bought or are open to purchasing second-hand apparel, they’re putting sustainability into style. They love reviving iconic pieces from the past and making them their own.
Levi’s taps into this by reimagining its classic ads with Hailey Bieber, proving that both denim and advertising can be timeless and reusable. By bringing history to the forefront, Levi’s spotlights its SecondHand collection and shows how nostalgia and sustainability go hand in hand.
Art Director - Noor Bakr
Copywriter - Ale Soriano
