The One Show
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Category
Craft / Writing
Annual ID
OS23_IG017S
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 follow the standard anniversary playbook. 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 that collated 150 years of unbelievable source material, to tell the true exploits of 501® wearers from the past 150 years. Every year was a chapter. Every exploit, a new page.
Our campaign began with a foreword, introducing the “Greatest Story Ever Worn” with a long copy teaser in print, social, and OOH. Then, we launched into the first chapters of our year-long celebration with 14 unique stories.
Stories of the jean’s enduring relevance throughout history. Stories of the jean’s imprint on cultures and subcultures across the globe. And stories about a devotion for the 501® jean so deep, it bordered on the irrational. All meticulously written for film, print, social, out-of-home, radio, and in Levi’s stores worldwide.
Just like the 501® itself, the world embraced it as each written story was localized for 37 global markets, in 19 different languages.
More than an anniversary campaign, we authored a worldwide celebration of a product that’s been intertwined with so many people’s lives. And an invitation to the next generation to add their page to the ever-expanding narrative. Because 150 years on, The Greatest Story Ever Worn is still being written.
As Levi’s set out on their largest brand campaign ever, we couldn’t follow the standard anniversary playbook. 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 that collated 150 years of unbelievable source material, to tell the true exploits of 501® wearers from the past 150 years. Every year was a chapter. Every exploit, a new page.
Our campaign began with a foreword, introducing the “Greatest Story Ever Worn” with a long copy teaser in print, social, and OOH. Then, we launched into the first chapters of our year-long celebration with 14 unique stories.
Stories of the jean’s enduring relevance throughout history. Stories of the jean’s imprint on cultures and subcultures across the globe. And stories about a devotion for the 501® jean so deep, it bordered on the irrational. All meticulously written for film, print, social, out-of-home, radio, and in Levi’s stores worldwide.
Just like the 501® itself, the world embraced it as each written story was localized for 37 global markets, in 19 different languages.
More than an anniversary campaign, we authored a worldwide celebration of a product that’s been intertwined with so many people’s lives. And an invitation to the next generation to add their page to the ever-expanding narrative. 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
Netflix
Production Company
De La Revolución
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
Mathew Jerrett
Senior Copywriter
Mia Rafowitz
Sean Buckhorn
Senior Designer
Renato Pícolo
Strategy Director
Albert Opraseuth
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, Interactive
Grace Wang
General Manager
Stefane Rosa
Group Communications Director
Leigha Baughman
Head of strategy
Nick Maschmeyer
Historian
Tracey Panek
Junior Designer
Viktoria Burak
Junior Music Supervisor
Mara Techam
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
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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