Levi's needed to promote their 24/7 app, offering users exclusive benefits such as free shipping and birthday treats. Through shopping and in-store exploration, customers could also earn coins for discounts on their next purchase. Levi's aimed to create a one-week event to encourage users to download the app and make purchases to earn coins.

The idea: Your name, on your arse. The iconic red tag trademarked in 1936, is instantly recognizable across generations. For one week only, swap Levi’s name for your own—an intimate collaboration between customers and Levi’s. Just order via the app and one of the existing tailor shops will do the magic. 

To spark intrigue we'd add guerilla style tags around cities with landmark names.