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2023 One Show - Film & Video

The Greatest Story Ever Worn

Agency Droga5 / New York + De La Revolución + Droga5 / São Paulo + Epoch

Client Levi's


Television & VOD / 30 Seconds and Under - Series

Annual ID


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



Droga5 / New York
Droga5 / São Paulo

Client / Brand


Production Company

De La Revolución

Art Director

Cliff Lewis
Eunie Jang


Zach Rucker

Chief Creative Officer

Renato Zandoná
Scott Bell

Creative Director

Renee Perdomo
Carrie Levy

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


Tracey Panek

Junior Designer

Viktoria Burak

Manager, Global Marketing

Zoe Chrysochoos

Manager, Social Media

Adeline Hocine


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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