Levi's

150 years of the iconic Levi's 501® jeans.
We were tasked with celebrating this milestone with a global campaign. Launched worldwide with a Grammys takeover, the new campaign platform kicked off in 37 markets in 19 languages with a fully integrated year-long celebration including film, OOH, social, print, brand activations, digital, exclusive experiences, products, and many more.

The Greatest Story Ever Worn – a platform that celebrates the unbelievable true exploits of 501® wearers from the last 150 years. Because when it comes to the 501® jean, fact is definitely stranger than fiction.

We went through thousands of Levi’s archives, online forums, and newspaper clippings of real stories from real 501® wearers. We launched with not one, not two, but a suite of 14 individual stories to celebrate the 501® jean's incredible past and inspire a new generation to write the next chapter.

Sit down and settle in.
Have we got a story for you.

A story that makes War and Peace seem short.
A story that makes George R. R. Martin seem shallow.
A story that would make Ernest Hemingway spit up his rum.

It’s a story with humble beginnings. In 1870s California.
With gold miners, a man named Levi Strauss
and the birth of the original blue jean.

A story that soon introduced millions of protagonists.
Adventurers. Lead guitarists. Icons. Underdogs and Unknowns.
Everyday heroes, on every kind of journey.

It’s a story with dastardly villains.
Enemies like convention. Complacency.
And one uptight principal who banned blue jeans.

A story with an unforgettable setting.
From the American West to all four corners of the globe.

And best of all - it’s a story that has no end.
It adds new chapters and characters every day.
And it’s got plenty of blank space for your contribution.

This is the true story of Levi’s 501®.

A film that tells the story of the hotly anticipated arrival of Levi’s in 1970s Jamaica. Because once the 501® jean made its way to Kingston, Kingston made it their own. Directed by Melina Matsoukas and shot by academy award nominated cinematographer Bradford Young, the film is a celebratory exploration of an island that’s distinct style, rhythm and soul has reverberated across the globe.

In Jamaica, era specific styling and hair and make up was completed for over 200+ talent. Every single extra was personally styled by renowned costume designer and GQ fashion director Mobolaji Dawodu. Because there isn't a big vintage scene in Jamaica, Mobolaji and the Levi's styling teams did extensive vintage scouring in both LA and NY to source authentic pieces from that era for the film.

A film that tells the story of a beloved family bellcow in Tbilisi, Georgia in 1982. And the son who swapped the beast for a pair of 501® jeans, much to his family's dismay.

Directed by Martin De Thurah and shot by acclaimed cinematographer Kasper Tuxen, a cold Georgian winter is the backdrop to a film that explores the 501® jean as a beacon for something bigger - a dream.

Shot in Eastern Europe, we partnered with celebrated wardrobe stylist Kate Forbes who worked side by side with Kaede Matsumoto, Levi’s lead archivist, pulling from Levis; vintage archives to recreate authentic period looks.

A film that tells the true story of one devoted Levi’s wearer, who not only requested to be buried in his 501® jeans, but also asked all funeral attendees to wear their 501® jeans. Also directed by Martin De Thurah, the film is a beautiful meditation on the type of collective love that would inspire a group of people to show up in denim for a true friend. A celebration of humanity and the quirky and idiosyncratic life of a man who truly lived in Levi’s.

In addition to each film, photographer Jason Nocito captured a collection of images inspired by more incredible true tales from the archives. Stories of blue jean bans, broken bones, crisp creases and black tie affairs with a twist. These photographic essays and motion clips were paired with long copy to create bespoke storytelling across DOOH, social, print, digital and more.