As one of the most enduring icons of global style, the Levi’s 501 jean has been worn the world over, transcending borders, cultures, languages and generations. And in 2023, it was celebrating a massive milestone: its 150th anniversary.

Levi’s wanted a global celebration of this moment to generate affinity with a younger audience of trendsetters—those influencing the bleeding edge of style.

Casting took place in Jamaica and Eastern Europe – we street-casted locals who captured the spirit of each time period.

“Precious Cargo” is a film about how Jamaican culture in the ’70s blossomed and came to be. When the essence of the island began to spread across the world. So the casting was vital to executing the idea, with talent that personified the distinct soul, rhythm and style of the island in that era. A large variety of Kingston locals were street cast for specific roles - from fisherman, to DJ’s, dock workers to dancehall attendees.

Similarly, casting played a crucial role in “Fair Exchange.” We scoured for the perfect hero to trade the family cow for a pair of 501 jeans. Someone who could capture the charm and inherent humor of the story, but could also emote the deeper dream and human truth behind this seemingly simple tale.

Just like the 501 itself, as the campaign spread, the world embraced it. The work led to a positive brand sentiment of 85% (up from 67% in previous months), over 1.8 billion media impressions and a 534% spike in site visits at launch. This corresponded to a 38% lift in ‘501’ search volume as the campaign rolled out across 37 markets and in 19 different languages worldwide. This was just the beginning of an ongoing, year-long celebration of a product intertwined with so many people’s lives and a glimpse into the many eclectic stories, characters and events these jeans have been present for. The campaign engaged with and exposed a new generation to the 501 jean and invited them to add their own page to the ever-expanding narrative. Because 150 years on, The Greatest Story Ever Worn is still being written.