The difficult mission for Levi’s 501 was to regain relevance among 18-24 guys in the face of an increasingly competitive jean marketplace. Our breakthrough strategy was articulated through the word “Uncomplicate,” a compelling mantra that captured an insight wholly true of today’s over-the-top, new style a minute denim world, but also of today’s 18-24 guy, who was becoming imprisoned behind the many other trappings of metrosexuality. With an extremely limited budget, our 3 month campaign was remarkably successful in creating tremendous online buzz among the trade and young adult men.

Media Strategy: Develop a website (501uncomplicate.com) housing two Web films which brought the Uncomplicate POV to life. The campaign’s success depended on amplifying the budget, handpicking each media vehicle based on its ability to drive traffic and fuel online buzz: • Unbranded, mysterious Polaroids with hand-written urls were dropped in key target places. • Provocative wild postings went up in New York, San Francisco and Los Angeles. • Window decals and exclusive Uncomplicate t-shirts available in all Levi’s stores. • Banner and blog space purchased on tier-three sites.

• Eighty-thousand coffee cups were distributed in and around NYC colleges and universities.