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Levi’s®

501®DAY

my role: CREATIVE DIRECTion

⌄

“my first 501® memory is going in my dad’s closet and stealing a huge, oversized denim jacket.”
—Hailey Bieber
INVENTED ON 20 MAY 1873. REINVENTED EVER SINCE. Every year on 20 May, we celebrate the first blue jean and those who make it their own. Reinvented by millions of wearers, whose own personal lives are told through their 501s.
We created Playbooks and Toolkits that were activated by markets quite literally all over the world. Pretty much big manuals that outline, inform, and inspire on what’s possible with 501® Day as in the following examples.
In addition to the concerts and the limited-edition collection, Levi’s also released its 501 documentary series. Called “The 501® Jean: Stories of an Original, Music,” it explores the relationship between music history, Levi’s and the 501, featuring iconic musicians such as Solange and Snoop Dogg.
where: AKQA SF
with me: jan barcikowski, bryan dempler, Gavin McLeod
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