In this film, we travel behind the Iron Curtain to Soviet-occupied Tbilisi, Georgia, in 1982, where one man dreamed of the West and a life beyond the hale bales. So much so, he was willing to trade a beloved family bell cow for a pair of fabled 501 jeans.

Our film recreates this true story, following along as he hatches a plan to claim the Levi’s and travels to incredible lengths to make the trade. A true hero’s journey, all culminating in his triumphant return home in his brand-new blue jeans.

More than an individual character study, this film is about a larger cultural dream. Not a dream about looking cool—but one of rebellion. By obtaining the 501 jean, our hero becomes more than who he is. More than the small Georgian farming village he lives in and even more than the Soviet system itself.

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.

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.

In different parts of the world, the Levi’s 501 jean has come to mean different things. In Soviet times, 501 jeans were a sought-after sign of rebellion. They were often smuggled into the USSR and cost over a month's salary, roughly 200–300 rubles. The trade of a cow for a pair of jeans is a hilarious story, but it also speaks to something profound: what these jeans have meant to people over time.