A tribute to the feeling of being wholly absorbed in the present moment, letting go of any reservations, enjoying the creative process, and celebrating a ubiquitous creative icon.
ABOUT THE PROJECT
Fashion
Creative Direction
Campaign
+ 150 YEARS OF 501
+ 41M IMPRESSIONS
+ 49k NEW CUSTOMERS
+ £4.05 ROAS
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.
Creative Direction: Mike Raven
Art Direction: Harley Cope & Sophie
Photography: William Arcand
Creative Direction: Mike Raven
Art Direction: Harley Cope & Sophie
Photography: William Arcand
CREDITS
PROJECTS
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