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Levi’sA timeless contribution to sustainability

Insight

Made to last.

Levi’s, known for their durability and staying power, have been a wardrobe staple for generations. This legacy of longevity is not only timeless; it is a timeless contribution to sustainability.

A pile of round brass jean rivets is scattered on a blue textured surface, with folded denim fabric in the background.
Close-up of hands using a machine to press a metal rivet into dark denim fabric, likely making or repairing jeans. The person is wearing a light blue shirt.

Idea

A lifetime of their own.

AKQA and production company Megaforce turned this unchanging truth of longevity into an emotive tale, telling the visual story of a single pair of 501 Levi’s® as they gracefully age from the 1960s to the present day. The 501s are the icon in every passing story, transforming with each new owner and finding a new purpose.

A person in a black sleeveless top and light blue jeans sits barefoot on a large rock outdoors, with a clear blue sky and greenery in the background. The image is framed by a denim fabric border.
A man walks past a billboard showing six pairs of Levi’s jeans in various stages of wear, with the words The longer you wear them, the better they get. and the Levi’s logo in the corner.

Impact

Enduring and endearing.

The breadth of storytelling lends to an accurate, compelling and emotionally gratifying journey for the viewer. The time-spanning storyline that passes through seven stages of the product’s progression of wear – aging, fading and tearing aided by Levi’s Innovation Lab – consciously connects classic comfort with sustainable style.

The short film featured across digital, social and out of home platforms, and was the hero in AKQA’s broadcast spot, allowing sustainability to be reimagined, resonant and within reach.

This message is more relevant today than ever before, when we’re all thinking how we can contribute to a more sustainable future.
- Karen Riley-Grant, Global Chief Marketing Officer, Levi Strauss & Co
  • The DrumLevi’s prompts consumers to buy better jeans for the planet ↘
  • More About AdvertisingMAA Ad of the Week: AKQA and Megaforce for Levi’s ↘
  • MUSE by ClioLevi’s tells a story spanning 50 years through a pair of 501 jeans ↘

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