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Here's an idea -
With the marketing dollars / pounds that Levi's would have put into their recent campaign in London. They would get more "wear" out of their brand if Levi's put that money into helping to repair the communities affected by the riots. In an article by Advertising Age, Levi's traveled to 13 countries just to do research for their latest video. The amount of money that went into just the billable hours of research and travel for the ad campaign in it's self would be a nice start.
Levi's could even do a documentary style marketing piece on the "Rebuilding Of"...so much potential. It's would be a WIN WIN for Levi's and the London riot victims.
Imagine the press and word of mouth. This would far out way any print, outdoor or social media ad video marketing.