ECD TIM MCDONALD // CD BRYAN DEMPLER // CD ELI TAN // SENIOR AD LAURA POL // SENIOR CW ALEXIS JUSTMAN // SD ANGELIQUE HERRING // AD INTERN CAROL BENITO
Levi’s, known for their durability and staying power, have been a wardrobe staple for generations. This legacy of longevity is not only timeless; it is a timeless contribution to sustainability.
AKQA and production company Megaforce turned this unchanging truth of longevity into an emotive tale, telling the visual story of a single pair of 501 Levi’s® as they gracefully age from the 1960s to the present day. The 501s are the icon in every passing story, transforming with each new owner and finding a new purpose.
Behind the Scenes.
To stay true to the real product, we literally aged a pair of 501 Jeans, using proprietary laser technology showing them exactly as they would look if worn by seven different people over the course of several generations.
An integrated campaign took that same pair of jeans around the world, to 83 different markets. In retail stores, digital, social, out of home and experiential.