Levis
A timeless contribution to sustainability
Buy Better, Wear Longer
Quality is a first step to sustainability. Because when a pair of jeans is made to last, it isn't limited to one owner, one era or even one lifetime. You live in Levis, then you pass them on to someone else to do the same.
We turned this unchanging truth of longevity into an emotive tale, telling the visual story of a single pair of 501 Levi’s® as they gracefully age from the 1960s to the present day. The 501s are the icon in every passing story, transforming with each new owner and finding a new purpose — a pair of jeans with a lifetime of its own.
To authentically recreate the product's evolution over several generations, we utilized Levi's innovation lab to authentically age a pair of 501 Jeans, showcasing them exactly as they would appear after being worn by seven unique individuals over multiple generations.
At its core, the campaign aims to establish genuine connections with consumers who share a deep concern for sustainability. Collaborating with local KOLs in each market, we craft enduring narratives centered on the oldest pair of Levi’s® they own, amplifying our message and sparking inspiration among our audience.
The campaign concludes by inviting fans to share their stories, thereby generating user-generated content.
Agency: AKQA
ECD: Tim Mcdonell
CD: Eli Tan, Bryan Dempler
SAD/ SCW: Laura Pol, Alexis Justman
AD/CW: Carol Benita, Anna Breinfalk
SD: Angelique Hering
