Levi's #suboard Project
In spring 2013 a group of concrete builders and pro skaters like Chet Childress, Al Partanen, Omar Salazar and Stefan Janoski travelled to India to help Holy Stoked, a local collective build the first free public skatepark in the country. The project was supported by Levi's Skateboarding and our collaborators Simon Weyhe and Mathias Nyholm were hired to create a documentary about the project.
To promote the Skateboarding in India project, Victor Lieberath Studio and Kingswood Creative created a digital campaign and event concepts across Europe starting at CPH PRO with the launch of the film and the global launch of the Levi's Skateboarding Collection. To engage people in the events and to continue the support of the skate project in India, we created a donation concept called #SUBOARD. At events around Europe, skaters were able donate their used skate gear which were then sent to the skatepark in India. People were encouraged to post a pic of their donation and hashtag it #SUBOARD which gave them the chance of winning a special pack of goods from Levi's Skateboarding. To tie all the events together with the Skateboarding in India project, we imported a "tuk tuk", the iconic Indian vehicle, and brought it to all the events. We used the tuk tuk as the key visual in all digital and printed communications of the launch and it became a highly recognizable and much documented symbol of the project at the events around Europe. The donation concept was implemented globally as #supportskateboarding.
India photo Jonathan Mehring Copenhagen photos Kingpin Europe photos Thomas Skou
We partnered with leading skateboarding media Kingpin to push the project through a series of films and posts. The global Levi's site featured the project and drove traffic to the Kingpin site.