Levi Strauss & Co. approached us in late 2015 to help them with a Pan-European campaign that would drive consideration and ultimately sales amongst their style-seeking 18-24 year old target demographic.
Specifically, the campaign needed to translate the overarching brand campaign, ‘We are 501’, into something that was not only locally relevant, but engaging & disruptive.
But the category is cluttered with both denim specialists and fashion generalists competing with similar products and hugely different price points. To add to this challenge, the target audience do not, despite its rich heritage, associate the Levi’s 501 as a style icon, instead they see it as an expensive alternative.
The ODD Solution
The 501 jean has been a blank canvas for style and self-expression since its inception in 1873. So to bring this to life, while staying true to the brand campaign, we developed ‘501 Ways to Wear’.
At the heart of the campaign was an interactive digital flipbook, which incorporated bespoke technology to enable users to explore and navigate different ways to wear the iconic product.
Shot as an endless interactive catwalk, a cast of hand-picked Pan-European influencers took up the mantle of some of the biggest style icons of the last 150 years to demonstrate: one iconic pair of jeans, 501 endless style stories.
The campaign was supported by teaser films featuring the key influencers in each city, offering fans a chance to learn more about their 501 style and passions.
The fully integrated campaign saw the content captured for the desktop and mobile platform run in-store, form the backbone of the digital advertising, and be seeded across each of the influencer’s own networks. The app itself achieved a reach of over 25 million, with over 43K unique users.