The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Television & VOD / 30 Seconds and Under - Series
Annual ID
OS23_FI013S
About the Work
The Levi’s 501® jean is one of the most iconic pieces of clothing ever made. It’s been lived in and worn the world over – transcending borders, cultures, languages, and generations. And in 2023, it was celebrating a massive milestone. It’s 150th anniversary.
As Levi’s set out on their largest brand campaign ever, we couldn’t make the industry-standard anniversary film. We had to tell the legend and the lore of the original blue jean and inspire the next generation of trendsetters to fasten up the icon.
So we told The Greatest Story Ever Worn. A global anthology of films, based on the true exploits of Levi’s 501 wearers. Every year was a chapter. Every exploit, a new page.
From the farmlands of Soviet-occupied Georgia, where one man traded his family's beloved bellcow for a pair of 501® jeans. To the docks and dancehalls of 1970s Kingston, where Jamaicans imported barrels of Levi's on small fishing boats – only to export their style back to the world by the metric ton. Even modern day California, where one unliving legend not only requested to be buried in his 501® jeans, but requested that all funeral-goers wear them too.
Our films debuted on one of television’s biggest nights for storytellers: The Grammys. And in quick succession, we unfolded the first chapters of an expansive, year-long celebration. Each film took viewers on a walk in 501® jeans from a different moment in history. And each film proved that 501® fact was decidedly more compelling than fiction.
More than an anniversary campaign, our films were the true tales of a product that’s been present for so many human experiences. And that’s led to a lifetime of stories woven into its legacy. Because 150 years on, The Greatest Story Ever Worn is still being written.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Droga5 / New York
Droga5 / São Paulo
Client / Brand
Levi's
Production Company
De La Revolución
Epoch
Art Director
Cliff Lewis
Eunie Jang
Copywriter
Zach Rucker
Chief Creative Officer
Renato Zandoná
Scott Bell
Creative Director
Renee Perdomo
Carrie Levy
Designer
Brent Bobo
Kenisha Rullan
Group Creative Director
George McQueen
Tom McQueen
Music Supervisor
Brandy Ricker
Mike Ladman
Account Director
Gabrielle Barbuto
Griffin Miller
Account Supervisor
Maddy Bell
Roxy Alberts
Chief Executive Officer
Chip Berg
Design Director
Fábio Cristo
Senior Art Director
Cara Ceccini
gonzalo navarro
Senior Copywriter
Mia Rafowitz
Sean Buckhorn
Stephanie McCarthy
Strategy Director
Albert Opraseuth
Sam Wright
Account Manager
Noah Helgenberg
Associate Design Director
Leslie Cheng
Associate Director of Art Production
Bianca Escobar
Associate Director, Business Affairs
Thomas Venditelli
Associate Producer, Film
Harit Muttreja
Associate Strategy Director
Erica Rigobello
Chief Executive Officer, The Americas
Susie Nam
Co-Chief Strategy Officer
Colleen Leddy
Co-Head of Production
Jenn Mann
Ruben Mercadal (Droga5)
Communications Strategist
Russell Harris
Communications Strategy Director
Clark Cofer
Director of Business Affairs
Dan Simonetti
Director, Global Brand Styling
Kaede Matsumoto
Director, Global Marketing
Rachel Sundberg
Director, Global Marketing Activations
Morven Mackinnon
Executive Design Director
Nate Scott (Droga5)
Executive Group Account Director
Meera Deepak
Executive Producer of Print & Fabrication
Alyssa Dolman
Executive Producer, Film
Mike Hasinoff
Executive Producer, Interactive
Grace Wang
General Manager
Stefane Rosa
Group Communications Director
Leigha Baughman
Head of strategy
Nick Maschmeyer
Historian
Tracey Panek
Junior Designer
Viktoria Burak
Manager, Global Marketing
Zoe Chrysochoos
Manager, Social Media
Adeline Hocine
President
Michelle Gass
Producer, Interactive
Michelle Levitch
Senior Communications Strategist
Jim Rech
Senior Data Strategist
Isabelle White
Senior Manager, CRM & Loyalty
Erica Tolda
Senior Manager, Global Brand Styling
Michael Giordano
Senior Manager, Global Marketing
Catherine Jones
Senior Producer, Film
Mateo Suarez
Sam Morgan
Senior Project Manager
Katie Shea
Senior Traffic Manager
Wendy Kaplan
Senior UX Designer
Owen DiRienz
Talent Manager
Rachel Minow
Vice President, Global Brand Creative
Chad Hinson
Vice President, Global Marketing
Chris Jackson
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