Levi's to launch button-fly button covers to support 'Live Unbuttoned'

23 Jul '08

5 min read

The print ads will run globally including in August issues of top U.S. magazines like Maxim, Details, Rolling Stone, Paper and Sports Illustrated.

TV Ads:
A series of TV ads centralized around the theme of unrestrained self-expression will run globally as part of the new, global 'Live Unbuttoned' campaign. The ads evoke the free-spirit and attitude of Levi's 501 as an engaging cast of characters 'unbutton' their 501 jeans.

The ad that is scheduled to run in Canada is: 'Secrets and Lies.' It features two characters confessing a series of white lies as they unbutton their Levi's 501 jeans.

Their unveilings, along with the physical unbuttoning of their jeans, captures the provoking theme of self-expression and unrestrained behavior central to the "Live Unbuttoned" campaign. The ad is directed by Jeff Labbe who received a Best Director title in the First Boards Competition in 2006.

Digital Campaigns:
Later this summer, Levi's will kick-off a digital content driven campaign that utilizes an interesting cast of emerging talent and digital technology to create a dialogue between Levi's 501 and consumers.

The first component of the campaign features up-and-coming pop-culture icons that contribute to the world's cultural landscape in unique ways and represent the spirit of living an "unbuttoned" life.

The program invites the consumer to literally "unbutton" each person online to obtain exciting, exclusive content they can only get from Levi's.

The second iteration of the campaign features a user generated viral concept that harnesses the power of social media to invite consumers to playfully interact with their friends and the Levi's brand online. Additional creative details will be revealed in the coming weeks.

501 Outdoor:
501 focused outdoor ads reflecting the "live unbuttoned" theme will also play a role in key Canadian and U.S. markets including Toronto, Montreal, Vancouver, New York, Los Angeles and San Francisco.

Canadian outdoor campaign elements include wild postings, large format boards, transit shelter ads, button decals and a Toronto streetcar wrap.

A key component of the U.S. campaign includes a giant-sized, three-dimensional 501 jean that will adorn billboards throughout the Los Angeles area beginning on August 1.

Levi's Button Covers:
As part of the Levi's 501 campaign, a collection of limited-edition button-fly button covers will be introduced as a fun and whimsical outlet for self-expression.

This unique collection of button covers has been designed to offer consumers yet another new and interesting way to actively engage with the campaign and express their individual sense of style. The button covers will be available this fall in all Levi's stores.

In-store activation:
Starting on August 18, all Levi's stores in Canada will launch an exclusive Levi' 501 in-store activation program. Additional details will be revealed in the coming weeks.

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