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 campaigns ever, we couldn’t follow the standard anniversary playbook. We had to tell the legend and 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 drew upon 150 years of unbelievable source material, and brought the true exploits of 501® wearers to life like never before.

With 14 unique stories, we launched our campaign across the world’s biggest magazines. In placements like Harpers Bazaar, Cosmopolitan, and Vogue, we debuted long-copy stories of the fabled 501® jean.


Stories from the farmlands of Soviet-occupied Georgia, where one man traded his family's beloved bellcow for a pair of 501® jeans. Stories from 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 stories from 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.

Just like the 501® itself, each story was designed for the world to embrace, localized for 37 global markets in 19 different languages.

More than an anniversary campaign, we authored a 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.