The Greatest Story Ever Worn - Levis
A global campaign that celebrates the 150 years of the iconic Levi's 501® jeans. The fully integrated campaign platform kicked off in 37 markets in 19 languages including film, OOH, social, print, brand activations, digital, exclusive experiences, products, and many more. When it comes to the 501® jean, fact is definitely stranger than fiction. The Greatest Story Ever Worn is a platform that celebrates the unbelievable true exploits of 501® wearers from the last 150 years. A suite of 14 individual stories celebrates 501® jeans's past and inspire a new generation to write the next chapter.
Developing the Visual Identity for an iconic brand like Levi's®, with global reach, demands aesthetic rigor so that the brand remains true to its legacy while still bringing the sense of novelty and celebration that the campaign requires.
To achieve this, after scouring thousands of brand archives, online forums, and clippings from real stories in newspapers, we've developed a design system that reflects script construction and reading, film strips and photo selection in order to build narratives. Assets such as annotations, highlights and text markings, a social grid based on wireframe movement compose the identity alongside a typography with universal characters. A simple, bold, and universal lockup, with the typical American style, turns the logo into a book and preserves the aesthetic of 150 years of the 501® jeans.