Digital leads new Levi's effort
The “Live unbuttoned” campaign introduces young men to classic 501 jeans
The videos, which were created by San Francisco-based digital agency Cutwater, feature young men interacting with the jeans. For example, in “Jeans Jump”, men test their ability to acrobatically put on a pair of jeans.
The first three viral videos have generated more than five million views online. The additional videos will be launched throughout the summer.
The campaign was conceptualized by Bartle Bogle Hegarty (BBH), Levi's agency of record in the US since 2001. Levi's has worked with BBH on a global level out side of the US for 26 years. While BBH led the campaign development, as well as the TV and print elements, additional components were developed by a variety of agency partners including videos by Cutwater, digital components by EVB and Avenue A/Razorfish and outdoor by Ave A/Razorfish.
Print ads will break in August, in issues of Maxim, Details, Rolling Stone, Paper and Sports Illustrated. These ads will include URLs for the microsites of these celebrity pages. A series of TV ads will begin in August as well, on networks including MTV2 and the Cartoon Network.
Outdoor components will also begin in August. 501-focused billboards touting the “Live unbuttoned” campaign will be installed in New York, Los Angeles and San Francisco.