It’s the 150th anniversary of Levi’s 501 and the brand has a new lead creative agency to bring that buzz. Droga5 New York and Sao Paulo were chosen last year after a creative review.
The campaign, The Greatest Story Ever Worn, a year-long celebration of the classic jeans, has launched. It’s musical, edgy and promotes the 501’s popularity in both its style and its stories. Those stories, directed by Martin de Thurah and Melina Matsoukas, apparently come from real life. They tell tales of incredible feats of fandom. The full campaign will include thirteen stories covering the jeans’ 150 years and will be supported in social, OOH, print and anniversary activations and events around the world.
The campaign kicked off with three stories, two of which are running during the Grammys on February 6.
“Every story we tell is premised on a true experience of a Levi’s 501 wearer. The stories may have different tones, different tenors and different heroes at the centre of them, from everyday farming people to unliving legends. But at the heart, all are simple, single-minded stories about a long standing love affair with one of the most iconic pieces of clothing ever made – the 501 jean,” stated George McQueen, group creative director, Droga5.
“Unearthing these more intimate, unexpected and unbelievable stories from the archives, it brings us great joy to be able to bring these true stories to light in celebration of an iconic milestone and iconic product,” added Tom McQueen, group creative director, Droga5.
“Few products, let alone pieces of clothing, have been as consistently present for so many human experiences, for as long as the 501. Coming from the humblest of beginnings as workwear pants, Levi’s 501 Jeans have become a blank canvas for self-expression and a timeless symbol for rule-breaking that transcends the boundaries of culture, and class. This is an incredible moment and milestone for the Levi’s brand and through The Greatest Story Ever Worn campaign we aim to celebrate the legacy of the 501, its unrivalled breadth and global relevance, and to inspire the next generation to create the next chapters,” added, Chris Jackman, vice president of brand marketing, Levi’s.
Credits:
Client: Levi Strauss & Co
Chief Executive Officer: Chip Bergh
President: Michelle Gass
Vice President, Global Marketing: Chris Jackman
Vice President, Global Brand Creative: Chad Hinson
Director, Global Marketing: Rachel Sundberg
Senior Manager, Global Marketing: Catherine Jones
Director, Global Marketing Activations: Morven Mackinnon
Creative Director, Global Brand Creative: Renée Perdomo
Manager, Global Marketing: Zoe Chrysochoos
Levi’s Historian: Tracey Panek
Director, Global Brand Styling: Kaede Matsumoto
Senior Manager, Global Brand Styling: Michael Giordano
Agency: Droga5 New York
Chief Executive Officer, The Americas: Susie Nam
Chief Creative Officer, Droga5 NY: Scott Bell
Group Creative Directors: Tom Mcqueen & George Mcqueen
Creative Director: Carrie Levy
Senior Creatives: Sean Buckhorn & Gonzalo Navarro, Mia Rafowitz & Cara
Cecchini, Stephanie McCarthy & Mathew Jerrett
Creatives: Eunie Jang & Zach Rucker
Design Team: Nate Scott, Leslie Cheng, Kenisha Rullan, Owen M. Dirienz (UX), Viktoria
Burak & Brent Bobo
Production Team, Film: Mike Hasinoff, Mateo Suarez, Sam Morgan & Harit
Muttreja
Music Team: Mike Ladman, Brandy Ricker & Mara Techam
Team: Meera Deepak, Griffin Miller, Gabrielle Barbuto, Maddy Bell, Roxy Alberts
& Noah Helgenberg
Senior Project Manager: Katie Shea
Production: Cliff Lewis, Bianca Escobar, Jenn Mann, Ruben Mercadal, Alyssa
Dolman, Grace Wang & Michelle Levitch
Strategy Team: Colleen Leddy, Isabelle White (data), Sam Wright & Albert
Opraseuth
Communications Strategy: Leigha Baughman, Clark Cofer, Jim Rech & Russell
Harris
Business Affairs: Dan Simonetti & Thomas Venditelli
Traffic Team: Wendy Kaplan & Rachel Minow
