Take off your pants...!!

Yes, you heard me.

Levi's ran this cheeky iSpy Levi's campaign this summer in Australia and New Zealand. This short video case study sums it up pretty well, created by Host, in Oz.

Basically, Levi's needed to reconnect with their youth market, so they created a real-time treasure hunt whereby representatives wearing the jeans scattered throughout key cities in Oz and NZ and gave clues of their whereabouts via Twitter. Upon finding/spotting a rep in Levi's, and asking the "are they Levi's?" they'd drop their pants and give them to you!

I love the use of mobile, online and social media in this campaign, which is still going on down under. While the treasure hunt idea is by no means new, Levi's is doing it in a fun and very buzz-worthy way!

Check out this vid of TV presenter Maude Garrett dropping her Levi's.