The Bike Canada campaign was created for the launch of the Levi's Commuter Jean. A jean made specifically for the urban cyclist. By focusing on the sub-culture of fixed gears and urban wear, the Bike Canada campaign encourages urban cyclist to use the product within their city. An urban cycling map is placed in the back pocket of each pair sold within the purchasers individual city. A Levi's sponsored event, the North American Cycle Courier Championships will feature a tent with the Levi's product, a promotional T-shirt #Commuter, and an App to follow the event.
Bike Canada Campaign
A play on the original Levis label
Print Ad
NewsPaper Print Ad
Print Ad
Cover of the Promotional Map found in the back pocket of each pair of Commuter Jeans. Each map would be specific to the region in which they were purchased.
Inside view of the promotional map.
Event Sponsorship T-Shirt.
Event Sponsorship Flyer
App Designed to link participants with information about the event as well as the jeans.
