'Live Unbuttoned' with global launch of new, innovative Levi's(R) 501(R) marketing campaign

    TORONTO, July 21 /CNW/ - This week, the Levi's(R) brand 'unbuttons' a
global marketing campaign to celebrate the iconic Levi's(R) 501(R) jean. The
campaign, titled 'Live Unbuttoned', is the Levi's(R) brand's first integrated
global campaign and the biggest marketing program the brand has ever
undertaken. 'Live Unbuttoned' encapsulates the unrestrained, free-spirited and
self-expressive attitude behind the world's most perfect, timeless and
quintessential straight-leg, button-fly jean.
    "This is about stepping up and being a global leader," said
John Anderson, president and CEO of Levi Strauss & Co. "With our Levi's(R)
brand sold in more than 110 countries, we are the number one jeans company in
the world. This campaign gives us a unique opportunity to let a new generation
of jeans consumers around the world know that the original, quintessential
501(R) jean is contemporary and relevant to their lifestyle. No other jeans
brand can do this."
    The theme of the 'Live Unbuttoned' campaign centers on the experience of
"unbuttoning" yourself and breaking free from inhibitions and convention. The
campaign utilizes the act of unbuttoning Levi's(R) 501(R) jeans as a symbol of
personal expression and revelation. Advertising agency, Bartle Bogle Hegarty
(BBH) conceptualized and led the campaign development, including TV and print
elements. Additional components were developed by a variety of agency partners
including viral videos by Cutwater, digital components by EVB and
Ave A/Razorfish and outdoor by Ave A/Razorfish.

    Viral Videos
    Earlier this season, Levi's(R) introduced a series of viral videos
starring Levi's(R) 501(R) jeans to create energy and excitement for the 501(R)
leading into this week's official launch of the global marketing campaign. The
videos, created with a young-male demographic in mind, offer an entertaining
and amusing platform for consumers to engage with the Levi's(R) brand and
501(R) jeans. "Jeans Jump," "Hollywood Jungle" and "Moon Walker," the first
three viral videos released, have generated more than five million views
online and are widely recognized by industry experts as a "viral phenomenon".
"Jeans Jump" was featured as Youtube Canada's coveted "most-viewed video" for
nearly a week and is one of the most-popular and most-viewed videos ever
posted on Youtube. Additional viral videos will be launched throughout the

    Print Ads
    The 'Live Unbuttoned' print ads feature unrestrained, youthful and
artistic shots of a diverse cast of men all wearing their favorite Levi's(R)
501(R) jeans. The print campaign was captured by award-winning advertising and
editorial photographer Jim Ficus. Shot in the Salton Sea, California, the ads
capture an updated, modern take on the original rebel spirit of Levi's(R)
501(R) jeans. From the models who conjure images of movie icons Marlon Brando,
James Dean and Paul Newman to the rugged setting, the ad campaign conveys the
self-expressive and free-spirited attitude of the 501(R). The print ads will
run globally including in August issues of top U.S. magazines like Maxim,
Details, Rolling Stone, Paper and Sports Illustrated.

    TV Ads
    A series of TV ads centralized around the theme of unrestrained
self-expression will run globally as part of the new, global 'Live Unbuttoned'
campaign. The ads evoke the free-spirit and attitude of Levi's(R) 501(R) as an
engaging cast of characters 'unbutton' their 501(R) jeans.
    The ad that is scheduled to run in Canada is: 'Secrets and Lies.' It
features two characters confessing a series of white lies as they unbutton
their Levi's(R) 501(R) jeans. Their unveilings, along with the physical
unbuttoning of their jeans, captures the provoking theme of self-expression
and unrestrained behavior central to the "Live Unbuttoned" campaign. The ad is
directed by Jeff Labbe who received a Best Director title in the First Boards
Competition in 2006.

    Digital Campaigns
    Later this summer, Levi's(R) will kick-off a digital content driven
campaign that utilizes an interesting cast of emerging talent and digital
technology to create a dialogue between Levi's(R) 501(R) and consumers. The
first component of the campaign features up-and-coming pop-culture icons that
contribute to the world's cultural landscape in unique ways and represent the
spirit of living an "unbuttoned" life. The program invites the consumer to
literally "unbutton" each person online to obtain exciting, exclusive content
they can only get from Levi's(R). The second iteration of the campaign
features a user generated viral concept that harnesses the power of social
media to invite consumers to playfully interact with their friends and the
Levi's(R) brand online. Additional creative details will be revealed in the
coming weeks.

    501(R) Outdoor
    501(R) focused outdoor ads reflecting the "live unbuttoned" theme will
also play a role in key Canadian and U.S. markets including Toronto, Montreal,
Vancouver, New York, Los Angeles and San Francisco. Canadian outdoor campaign
elements include wild postings, large format boards, transit shelter ads,
button decals and a Toronto streetcar wrap. A key component of the U.S.
campaign includes a giant-sized, three-dimensional 501(R) jean that will adorn
billboards throughout the Los Angeles area beginning on August 1.

    Levi's(R) Button Covers
    As part of the Levi's(R) 501(R) campaign, a collection of limited-edition
button-fly button covers will be introduced as a fun and whimsical outlet for
self-expression. This unique collection of button covers has been designed to
offer consumers yet another new and interesting way to actively engage with
the campaign and express their individual sense of style. The button covers
will be available this fall in all Levi's(R) stores.

    In-store activation
    Starting on August 18, all Levi's(R) stores in Canada will launch an
exclusive Levi'(R) 501(R) in-store activation program. Additional details will
be revealed in the coming weeks.

    About The Levi's(R) Brand
    Levi Strauss & Co. (Canada) Inc. is the wholly owned subsidiary of
Levi Strauss & Co., one of the world's leading brand-name apparel marketers.
In Canada, the company markets and sells jeans and casual wear under the
Levi's(R), Dockers(R), GWG(R) and Levi Strauss Signature(R) brands. Levi
Strauss Canada is headquartered in Richmond Hill, Ontario.

For further information:

For further information: about Levi's(R) global "Live Unbuttoned"
campaign or to interview a Canadian Levi's(R) spokesperson, please contact:
Melanie Dulos, APEX Public Relations Inc., (416) 924-4442 x254,

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