With 2023 marking Levi’s 150th anniversary of its iconic 501® jean, we launched a full scale campaign “The Greatest Story Ever Worn” to celebrate this milestone. Worn by millions of changemakers, risk-takers, experimenters, thinkers and originals throughout its 150 year history, the 501® jean is one of the most enduring icons of fashion and style. The new global creative platform celebrates 501® wearers with an expansive set of unbelievable true stories inspired by the last 150 years.
The campaign launched worldwide across TVC, OLV, OOH, Social, Print, Digital, localized for 36 markets and 19 languages.
We developed a modular layout system that comprised of our anniversary logo, logo animation of a book flipping to complement our volume of stories, as well as a campaign lock-up.
GSEW Campaign Landing Page
Droga5 Team
Creative: Tom Mcqueen & George Mcqueen, Carrie Levy, Sean Buckhorn & Gonzalo Navarro, Mia Rafowitz & Cara Cecchini, Stephanie McCarthy & Mathew Jerrett, Eunie Jang & Zach Rucker
Design: Kenisha Rullan, Owen M. Dirienz (UX), Viktoria Burak & Brent Bobo
Production, Film: Mike Hasinoff, Mateo Suarez, Sam Morgan & Harit Muttreja