'Live Unbuttoned' With Global Launch of New, Innovative Levi's(R) 501(R) Marketing Campaign

SAN FRANCISCO, July 21 /PRNewswire/ -- 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.

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"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 No. 1 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. 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'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 summer.

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 Fiscus. 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) jean. The print ads will run globally including August issues of top U.S. magazines including 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 first TV ad titled 'Unbreakable' features fast-moving, sling shot camera work to convey the unrestrained emotion and attitude of Levi's(R) 501(R) jeans. The commercial is visually and emotionally engaging as it communicates how each character remains 'unbreakable.' 'First Time,' the second ad, stars a young man and woman exchanging flirtatious glances as they unbutton their 501(R) jeans. It appears they are discussing something sexual, but the camera then pans out to reveal what their tongue-in-cheek 'First Time' is all about. 'Unbreakable' and 'First Time' were directed by world-renowned director Fredrik Bond, one of the most celebrated international commercial directors in the world.

'Guitar,' the third ad, focuses on a provocative dialogue one man experiences with an unusual "inner voice." As the commercial comes to an end, the character realizes that "some things are better left undone." 'Guitar' is shot by Swedish director Emil Moller who was recently recognized by Boards Magazine as 'Top One to Watch' in 2008.

The last TV ad, 'Secrets and Lies' -- 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 brand online. Additional creative details will be revealed in the coming weeks.

3D 501(R) jeans Outdoor

501(R) focused outdoor advertising reflecting the 'Live Unbuttoned' theme will also play a role in key U.S. markets including New York, Los Angeles and San Francisco. A giant-sized, three-dimensional 501(R) jean 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 and online at levi.com.

About The Levi's(R) Brand

Invented in 1873 by Levi Strauss & Co., Levi's(R) Jeans are the original, authentic jeans. The Levi's(R) brand offers the widest range of great fitting jeans on the market and are the most widely recognized and often imitated products in the history of apparel. Levi's(R) Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continue to do so today through more than 150 years of jeanswear innovation.