INTEGRATED CAMPAIGN
Levi's Diminishing the Potty Parity
Problem
Ever waited forever in a public bathroom line while the guys breeze right through? Yeah, women face this all the time because of "potty parity"—unequal access to toilets. It's annoying, but we don't talk about it much.
Insight
This isn't just about convenience; it's about gender discrimination. And it's way worse for women, especially with how our clothes are designed!
Idea
Levi's, always on the side of women, is stepping up to fight potty parity. After all, who better to understand the struggle than the brand behind those iconic women's jeans? Levi's is going to use their power to advocate for equal bathroom access for everyone.
Role: Concept, Art Direction
Purpose: Student Spec Work
AD: Aditi Sobti
AD: Maria Diaz Diaz
CW: Molly Baraff
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Levi’s will open a series of new stores that from the outside look like a typical store.
OOH Location: Outside of crowded public restrooms, Levi’s ads will redirect visitors to the nearby stores dedicated to diminishing Potty Parity.
To represent the 34% extra wait time that women experience at public restrooms, Levi’s Youtube pre-roll ads will be skippable after 7 seconds instead of the usual 5.
Visit www.levis.com/wewontwait to learn more about joining Levi’s in diminishing Potty Parity.