Levi's 501 jeans have always been a cultural icon, a commodity and a best friend to many. Our aim was to position Levi's as a brand that resonates with Gen-Z's desire for inspiring moments and a break from the chaos of the world. We wanted them to experience life on their own terms.

We focused on showcasing how Levi's exists in the overlooked moments of culture, and how wearing the 501 makes us a part of "the greatest story ever worn."

In these challenging times, we wanted to reignite people's passion for experiencing awe-inspiring moments and create a story that inspires fashion enthusiasts, especially our ASOS customers.

Our campaign is a sensory and nostalgic experience that looks towards the future while feeling familiar and safe. By highlighting these moments, we created relatable and emotional scenarios that feel achievable, allowing our consumers to envision themselves creating memories and romanticising their future with Levi's.