We were asked to help orchestrate a significant milestone for our clients, Levi Strauss & Co. Levi’s® 150 year celebration of the 501® jean and the stories of every single person who wears them. This iconic five-pocket, copper-riveted, button-fly fit has been loved by everyone and we needed to create an epic celebration fit for an iconic global brand. From miners to cowboys, to hippies and rockers, to all the skaters, politicians, and celebrities along the way. – welcome to “The Greatest Story Ever Worn”
The Challenge
How do we celebrate such an iconic product and brand, while leveraging the increadible history, human experiences and personal stories people have about thier 501’s.
Strategic Approach
To celebrate Levis 150th anniversary, we created a flagship 501® EXPERIENCE at the Toronto Eaton Centre, one of Canada’s largest and most popular shopping centres. We also created other 501 Experiences at various retail locations accross the country. The Eaton Centre featured a custom fabricated activation space which was located just beside the Levi’s® retail store. Filled with unique games and experiences, we invited consumers to be a part of “The Greatest Story Ever Worn”.
The Campaign
Our 501 Experience featured a Flipbook Photobooth where shoppers could dance and share thier personal stories of the iconic brand. Participants were then directed to the Levis retail store, where they recieved a specialy printed mini flipbook that captured them in slow motion and shared the Levis 501 story. A Customizer Claw Machine was also incorporated, allowing shoppers to win collectors edition patches that could be sewn on to jean jackets or other accesories. Music was supplied by a live street DJ who showcased artists that have proudly worn 501 jeans over their careers. From a vintage airsteam trailer giving out cotton candy, to a custom fabricated lounge filled with interactive games, we created a fully emersive brand experienced that engaged shoppers and fueled social media.
