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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. |
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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. |
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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.
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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.
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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. |
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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.
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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.
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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.
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The story of a group of 1950s Californian teens who bleached their 501® jeans in defiance of school dress codes.
The story of how Chicano steelo in the ‘80s & ‘90s influenced the way Levis 501® jeans were worn across the globe.
A story of of a wedding in 2004 where the couple wore Levis 501® to tie the knot.
The story of a young man who broke his leg and refused to let the medical staff at the hospital cut off his favorite Levi's jeans.
The story of a husband’s love for his 501® jeans that runs so deep his wife refers to it as an ‘affair’.
The story of a person in the ‘90s who so desperately wanted vintage 501® jeans, they took out an ad.
