After a aggressive evaluate, Levi’s chosen Droga5 New York and Sao Paulo as its new lead artistic company final 12 months to develop a world marketing campaign celebrating the a hundred and fiftieth anniversary of the model’s 501 Denims.
The result’s “The Best Story Ever Worn,” kicking off throughout the Grammy Awards on Sunday with the discharge of three brief movies directed by Martin de Thurah and Melina Matsoukas that depict the product’s reputation and affect.
“Early Levi’s spots have been among the items that really impressed me to pursue industrial filmmaking,” Matsoukas stated in an announcement. “It’s an honor to now be a part of their cinematic legacy. I all the time gravitate towards manufacturers and creatives who lean into genuine storytelling and, with this piece, we have been capable of pay homage to a small however highly effective piece of historical past.”
The musically pushed “Treasured Cargo” exhibits how barrels filled with 501 Denims first arrived in Kingston, Jamaica within the Seventies. A riff on Jack and the Beanstalk, “Honest Commerce” exhibits the dismay of a household whose son trades their cow for a pair of denims. “Legends By no means Die” depicts the true story of a person who not solely requested to be buried in his 501 Denims however requested that everybody attending his funeral additionally costume in his favourite model of denim.
Two of the movies will probably be aired throughout the Grammys, and all will seem in Grammy-related digital takeovers and throughout social channels.
“I’ve completed a few of my finest work over time with Droga5, and I used to be intrigued by the problem to create little tales in a mini format collectively,” Thurah stated in an announcement. “Levi’s is an iconic model and having the ability to rejoice the a hundred and fiftieth anniversary alongside my favourite folks was a beautiful alternative.”
Extra tales will probably be launched all through 2023. The marketing campaign can even incorporate OOH, print and celebrations of the milestone world wide.
“Unearthing these extra intimate, surprising and unbelievable tales from the archives, it brings us nice pleasure to have the ability to carry these true tales to gentle in celebration of an iconic milestone and iconic product,” Droga5 group artistic director Tom McQueen stated in an announcement.
CREDITS:
Shopper: Levi Strauss & Co
Chief government officer: Chip Bergh
President: Michelle Gass
Vice chairman, international advertising: Chris Jackman
Vice chairman, international model artistic: Chad Hinson
Director, international advertising: Rachel Sundberg
Senior supervisor, international advertising: Catherine Jones
Director, international advertising activations: Morven Mackinnon
Artistic director, international model artistic: Renée Perdomo
Supervisor, international advertising: Zoe Chrysochoos
Levi’s Historian: Tracey Panek
Director, international model styling: Kaede Matsumoto
Senior supervisor, international model styling: Michael Giordano
Company: Droga5 NY
Chief government officer, the Americas: Susie Nam
Chief artistic officer, Droga5 NY: Scott Bell
Group artistic director: Tom McQueen
Group artistic director: George McQueen
Artistic director: Carrie Levy
Senior copywriter: Sean Buckhorn
Senior artwork director: Gonzalo Navarro
Senior copywriter: Mia Rafowitz
Senior artwork director: Cara Cecchini
Artwork director: Eunie Jang
Copywriter: Zach Rucker
Copywriter: Courtney Tibbetts
Artwork director: Sara Smokrovich
Artistic director: Stephanie McCarthy
Artistic director: Mathew Jerrett
Government design director: Nate Scott
Affiliate design director: Leslie Cheng
Designer: Kenisha Rullan
Senior UX Designer: Owen M. DiRienz
Designer: Viktoria Burak
Designer: Brent Bobo
Government producer, movie: Mike Hasinoff
Senior producer, movie: Mateo Suarez
Senior producer, movie: Sam Morgan
Affiliate producer, movie: Harit Muttreja
Senior music supervisor: Mike Ladman
Music supervisor: Brandy Ricker
Junior music supervisor: Mara Techam
Government group account director: Meera Deepak
Account director: Griffin Miller
Account director: Gabrielle Barbuto
Account supervisor: Maddy Bell
Account supervisor: Roxy Alberts
Account supervisor: Noah Helgenberg
Senior mission supervisor: Katie Shea
Director of artwork manufacturing: Cliff Lewis
Affiliate director of artwork manufacturing: Bianca Escobar
Co-head of manufacturing: Jenn Mann
Co-head of manufacturing: Ruben Mercadal
Government producer, print: Alyssa Dolman
Government producer, interactive: Grace Wang
Producer, interactive: Michelle Levitch
Co-chief technique officer: Colleen Leddy
Group communications director: Leigha Baughman
Communications technique director: Clark Cofer
Senior communications strategist: Jim Rech
Communications strategist: Russell Harris
Senior knowledge strategist: Isabelle White
Technique director: Sam Wright
Technique director: Albert Opraseuth
Head of enterprise affairs: Dan Simonetti
Affiliate director, enterprise affairs: Thomas Venditelli
Senior site visitors supervisor: Wendy Kaplan
Expertise supervisor: Rachel Minow
