Industry Craft > Photography
LEVI'S - THE GREATEST STORY EVER WORN
DROGA5, PART OF ACCENTURE SONG, New York / LEVI'S / 2023
Awards:
Overview
Credits
Overview
Background:
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.
Tell the jury about the photography. Do not name the photographer.
The storytelling nature of the idea informed the photography of our campaign. We collated unbelievable stories of 501 wearers from around the globe and photographically retold them like never before.
Our photographic essays captured the unique spirit of each story, being true to the source material, era, protagonists and place. Wardrobe, production design, even the film stock and cameras selected were intentional and deliberate choices to recreate these 14 distinct stories. A selection of photos from each story were then paired with long form copy to create a saga of storytelling across print, social, OOH and in store displays worldwide. The photography faithfully recreated a snapshot of the Levi’s 501 jean and its imprint on individuals, cultures and subcultures worldwide and throughout time. Inspiring a new generation to add their page to the ever-expanding narrative.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
The Levi’s 501 jean has been worn the world over. No other piece of clothing has been present for so many human experiences, for so long, and that longevity has led to a lifetime of incredible stories woven into the 501’s legacy.
“The Greatest Story Ever Worn” was an integrated, global anthology based on the true exploits of Levi’s 501 wearers. Once we dug into this brilliant history, we found stories almost too unbelievable to believe.
Stories of bartering a bell cow for a pair of 501s in the USSR. Stories of a blue-jean ban in Southern California high schools in the ‘50s. Stories of a man with a badly broken leg who refused to have his 501 jeans cut by the hospital staff. And many more.
A photographic series brought 14 of these unbelievable true stories to life, authentically recreating the time and place of the source material.
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