A new take on sustainability: products that are actually made to last.
Levi’s, known for their durability and staying power, have been a wardrobe staple for generations. Whether it’s found in a Brooklyn vintage shop, or a Texas mine shaft, the product’s proof of longevity is actually a timeless symbol of more ethical consumption. Because when you buy a better product, you can wear it for longer, and avoid the amount of waste that comes with ‘fast fashion’.
(Please note: this project’s insight in no way extends to, or implies, the longevity of underwear worn inside a pair of Levi’s)
A lifetime of their own.
AKQA and directorial superstars Megaforce appealed to a global audience by visually telling the life story of a single pair of 501 Levi’s® as they gracefully age from the 1960s to the present day.
Each scene was based on real-life Levi’s customer stories from throughout the years, and the jeans visually transformed as they were handed down from one owner to the next; rips, tears, questionable stains and all.
Behind-the-scenes magic.
Perhaps the most interesting part of the project was how the time-spanning storyline was developed practically. The appearance of a single pair of jeans passing through seven stages of the product’s progression of wear – aging, fading and tearing - was all achieved with the use of proprietary tech in partnership with Levi’s Innovation Lab.
Loved around the world.
The short film featured across broadcast, digital, social and OOH, in dozens of markets around the globe. It was met with universally positive response from the Levi’s-loving audience. As well as by the media with 104 press mentions globally. It was also recognized by industry award shows at One Show, Cannes, AICP and more, including a ‘best of’ at Shots and gold cube at ADC.