Digital Transformation Consulting

For Levi’s® 150th anniversary, the brand launched "The Greatest Story Ever Worn," a campaign aimed at celebrating the iconic 501® jean and its wearers. The initiative sought to honor the deep connection between the jeans and their global audience, while also inspiring a new generation to embrace the legacy of the 501®. The campaign was built on true stories sourced from Levi’s® archives and the internet, revealing remarkable anecdotes from the past 150 years, such as a man in Soviet-occupied Georgia who traded a family cow for a pair of 501® jeans, and a request from a deceased fan to be buried in his jeans, with attendees also wearing them.

The campaign was executed across multiple platforms, including film, print, social media, out-of-home advertising, digital out-of-home, radio, and in-store displays, creating a year-long celebration of the 501® jean. It highlighted the jean's historical significance and cultural impact, showcasing the devotion of its wearers. The campaign's global rollout spanned 37 markets, 19 languages, and included 6,000 unique assets, demonstrating a comprehensive and tailored approach to storytelling.

The results of the campaign were significant, with a 61% increase in positive sentiment towards the brand, a 534% spike in website visits at launch, and over 332 million impressions. This initiative not only celebrated the history of the 501® jean but also invited the next generation to contribute their own stories, ensuring that the narrative of "The Greatest Story Ever Worn" continues to evolve.