Just don't add water

Levi's new Waterless Jeans campaign is pretty impressive. It's the most simple (and obvious) idea transformed in to a very canny campaign.

The message? Wash your jeans less (in cold water and line dry when you must). The result? Use less water, and energy. Magic!

I'm simplifying things here but it's a thought provoking campaign and I hope it really does provoke some people to think.