INTEGRATED CAMPAIGN
Levi's Diminishing the Potty Parity
Problem
Potty Parity refers to providing men and women with equal access to public toilets. It is an issue of gender discrimination that is both under-discussed and highly experienced. And it is the reason women wait in public restroom lines 34% times longer than men.
Idea
Since women’s pants get the short end of the stick when it comes to a long bathroom wait, Levi’s is getting involved.
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.