Levi’s ‘Unbuttoned’ Integrated Global Campaign

Gail Chiasson, North American Editor

We haven’t seen it yet, but there’s a digital component to Levi’s brand’s first integrated global campaign and the biggest marketing program the brand has ever undertaken that’s being launched this week.

‘Live Unbuttoned’ promotes the timeless and quintessential straight-leg, button-fly jean. The digital components are being handled by EVB and Ave A/Razorfish.

What we do know is that, later this summer, Levi’s will kick-off the digital component that uses a cast of emerging talent and digital technology to create a dialogue between Levi’s 501 and consumers. The first phase of the digital campaign features up-and-coming pop-culture icons that contribute to the world’s cultural landscape in various 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.

The full campaign also includes TV, print, outdoor, viral videos, limited-edition button-fly button covers. and something called an in-store ‘activation’.

Bartle Bogle Hegarty developed the TV and print ads. Additional components were developed by a variety of agency partners including viral videos by Cutwater.

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