Levi’s collaborated with creative agency Droga5 New York to create a global marketing campaign titled “The Greatest Story Ever Worn” that includes social media, OOH print and short films.
It has been 150 years since the iconic Levi’s 501 jeans hit the market and became one of the most legendary examples of branding.
To commemorate this milestone, the clothing company launched a series of three shorts about well-known Levi’s legends passed on through time and supposedly based on true stories that speak to the power of branding and customer loyalty.
“Every story we tell is premised on a true experience of a Levi’s 501 wearer,” explains Droga5’s group creative director George McQueen.
The hero film “Fair Exchange” was directed by Martin de Thurahand follows the story of a young farmer in 1982 who trades the family cow for a neighbor’s pair of Levi’s 501 jeans after spotting an ad for them in a magazine. As he confidently struts …