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Levi's to launch button-fly button covers to support 'Live Unbuttoned'
Jul '08
This week, the Levi's brand 'unbuttons' a global marketing campaign to celebrate the iconic Levi's 501 jean. The campaign, titled 'Live Unbuttoned', is the Levi's brand's first integrated global campaign and the biggest marketing program the brand has ever undertaken.

'Live Unbuttoned' encapsulates the unrestrained, free-spirited and self-expressive attitude behind the world's most perfect, timeless and quintessential straight-leg, button-fly jean.

"This is about stepping up and being a global leader," said John Anderson, president and CEO of Levi Strauss & Co. "With our Levi's brand sold in more than 110 countries, we are the number one jeans company in the world.

This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle. No other jeans brand can do this."

The theme of the 'Live Unbuttoned' campaign centers on the experience of "unbuttoning" yourself and breaking free from inhibitions and convention.

The campaign utilizes the act of unbuttoning Levi's 501 jeans as a symbol of personal expression and revelation. Advertising agency, Bartle Bogle Hegarty (BBH) conceptualized and led the campaign development, including TV and print elements.

Additional components were developed by a variety of agency partners including viral videos by Cutwater, digital components by EVB and Ave A/Razorfish and outdoor by Ave A/Razorfish.

Viral Videos:
Earlier this season, Levi's introduced a series of viral videos starring Levi's 501 jeans to create energy and excitement for the 501 leading into this week's official launch of the global marketing campaign.

The videos, created with a young-male demographic in mind, offer an entertaining and amusing platform for consumers to engage with the Levi's brand and 501 jeans.

"Jeans Jump," "Hollywood Jungle" and "Moon Walker," the first three viral videos released, have generated more than five million views online and are widely recognized by industry experts as a "viral phenomenon".

"Jeans Jump" was featured as Youtube Canada's coveted "most-viewed video" for nearly a week and is one of the most-popular and most-viewed videos ever posted on Youtube. Additional viral videos will be launched throughout the summer.

Print Ads:
The 'Live Unbuttoned' print ads feature unrestrained, youthful and artistic shots of a diverse cast of men all wearing their favorite Levi's 501 jeans.

The print campaign was captured by award-winning advertising and editorial photographer Jim Ficus. Shot in the Salton Sea, California, the ads capture an updated, modern take on the original rebel spirit of Levi's 501 jeans.

From the models who conjure images of movie icons Marlon Brando, James Dean and Paul Newman to the rugged setting, the ad campaign conveys the self-expressive and free-spirited attitude of the 501.

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