LEVI’S CELEBRATES THE 150TH ANNIVERSARY OF ITS 501S AT CIRCUITO GRAN VÍA

Under the slogan ‘The best story ever’, Levi’s has launched a campaign on the 15 screens of Circuito Gran Vía to celebrate 150 years of its most iconic jeans, the 501. An action that, following the visual and narrative code of a book, tells through different pieces some of the most outstanding chapters in the history of the emblematic brand.

Like the one that tells how the 501 jeans arrived in Kingston, Jamaica, in the 70s and how Jamaica transformed them and made them its own in a unique way; the one about the young Georgian who, in 1982 and to the consternation of his surroundings, exchanged his family’s cow for a pair of 501s, or the one about an unconditional Levi’s fan who asked to be buried with his 501 jeans, a last wish that many people have passed on over the years.

Created by Droga5, the campaign was media managed by Omnicom.