Levi's Sykes
Levi's launched a convertible cargo trouser under its youth sub-brand SYKES, designed to transform from full-length to capri to shorts by unzipping detachable sections. The brief was a swing tag that explained this instantly, to a teenage audience, at the point of purchase. Instead of describing the function, we built it: the tag itself was designed as interlocking building blocks that could be pulled apart and reassembled, turning the label into a physical demonstration of the product.
New York Festivals 2005 - Finalist. | Big Bang 2006 - Gold, Media Innovation; Silver, P.O.P. | AAAI 2006 - Bronze, P.O.P.