In this film, we travel to modern-day California. Where one man was not only buried in his Levi’s 501 jeans, but requested all funeral-goers wear them, too.

Our film tells the true story of this unliving legend. As people gather to pay their last respects, we slowly reveal that this is no ordinary service. Instead of the standard funeral dress code, everyone is wearing Levi’s 501 jeans. This includes our deceased hero, as we end on his denim-clad legs triumphantly resting in his casket.

The film is based on a true story from the most unlikely of sources – the obituaries section of The Monterey County Herald. But more importantly, it’s a celebration of devotion to the Levi’s 501 jean so deep, it borders on the irrational.

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 the United States, most funerals have a strict dress code. Men wear black suits while women wear black formal dresses or pant suits as a sign of respect. This film celebrates one funeral that broke the dress code in unforgettable fashion – a dying wish that speaks to the incredible devotion and loyalty the Levi’s 501 jean has inspired in its wearers over 150 years.