Levi Strauss & Co. has unbuttoned its first integrated global marketing campaign to celebrate its 501 jeans.
The “Live Unbuttoned” campaign includes TV, print, outdoor, online and viral components.
“This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle,” John Anderson, president and CEO of Levi Strauss & Co., said in a release.
The TV spots by Bartle Bogle Hegarty (BBH), feature characters as they unbutton their 501 jeans. The TV spot “Secrets and Lies,” will run in Canada and features two characters confessing a series of white lies as they unbutton their jeans.
The print ads, also by BBH, use shots of men wearing their favorite 501 jeans and will run globally in the August issues of Maxim, Details, Rolling Stone, Paper and Sports Illustrated.
Levi will kick off a digital content program by EVB and Ave A/Razorfish that invites consumers to “unbutton” the jeans of pop-culture icons to obtain exclusive content. Wild postings, large format boards, transit shelter ads and button decals also created by Ave A/Razorfish are set to run in Toronto, Montreal and Vancouver.
Leading into the campaign launch, Levi introduced a series of viral videos by Cutwater. “Jeans Jump” was YouTube Canada’s “most-viewed video” for nearly a week.
