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Feel-good message embraces Live Unbuttoned ethos

Aug '09
Levi's 501 launches an integrated creative campaign in Asia that evokes a positive outlook to life and reinforces the spirit of the 501 jean. Embracing the definitive spirit of undeterred self-expression, the latest campaign for the world's original button-fly jean takes the 2008 Live Unbuttoned campaign to the next level - evoking tacit optimism and self confidence.

The campaign engages at a personal level by inviting consumers to cut through the clutter of excess for their “most loved” things in life. A youthful spirit of tacit optimism and self confidence underpin the campaign taglines, “Keep what you love, trash what you don't” and “Take what you love, leave what you don't”.

The message of living with only the things you truly love is celebrated through the visuals – the talents are clad in Levi's 501 jeans, surrounded by possessions that reflect their passion and contented in their own world. The spirit of tacit optimism and self confidence is brought to life by the talents engaged in their “most loved” pursuits, and the mood in the creatives.

“Live Unbuttoned resonates with our consumers because it's about being uninhibited and self-assured, it's about being yourself. These values traverse time and tide, like our 501 jean which remains the most loved jean. The timeless 501 jean is not only well-loved, it is your inseparable companion. The latest Levi's 501 campaign is about knowing what truly matters to you, cherishing the things you love, and doing away with the excess,” said Agnes Tann, strategic planning director for the Levi's brand Asia Pacific Division.

Developed for the Levi's brand in Asia by Bartle Bogle Hegarty (BBH) in Singapore, the creative concept will run consistently through various consumer touchpoints with print advertising spearheading the mix complemented by out-of-home media, digital and retail.

The campaign kicks off in September in Asia, in conjunction with the release of the Levi's 501 Fall 2009 apparel collection in stores.

The Levi's 501 Fall 2009 collection includes new finishes for the 501 jean in the current global fit, which is slightly slim yet retains the relaxed look of the iconic 501. The collection also features the “1901 Special Edition” 501 Jean, which is based on the first pair of 501 jeans to introduce the left back pocket in 1901 and made the five-pocket jean a standard design today. The special edition 501 jean is the latest Levi's product innovation to take inspiration from the brand's glorious history and made contemporary with progressive finishing – the premise that has elevated the 501 to its revered status today.

Levi's 501

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