Levi’s® 501®, arguably one of the most enduring icons in modern fashion history, celebrates its 150th anniversary in 2023 with the launch of the year-long ” The Greatest Story Ever Worn The Greatest Story Ever Worn” campaign was launched to celebrate the 150th anniversary of 501®.
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A short film based on true stories from around the world, written to celebrate the 150th anniversary of 501®.
Levi’s® 501® has been a changemaker in the world for 150 years. It has been loved by many people, including people who have never been afraid to fail, experimenters, thinkers, and creators who seek out new things. This year-long campaign will shed light on the countless stories surrounding the 501®, from the everyday episodes of a 501®-wearing fan to epic tales.
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The short film, directed by Martin de Thurah and Melina Matsoukas, is the first chapter of a campaign that continues to unfold around a single pair of jeans and the stories that surround the 501® brand, from everyday heroes to incredible celebrities. The story revolves around a single pair of jeans and is made up of characters, events, passions and memories, from the everyday heroes to the unbelievable celebrities that surround the 501®.
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The first film, “Precious Cargo,” is a true story based on the history of how the 501® arrived in Kingston, Jamaica in the 1970s and how the Jamaicans made it their own. The film tells the story of how the 501® became the unique style, rhythm, and soul of Jamaica, and how it spread throughout the world. Directed by Melina Massoukas and shot by Academy Award-nominated cinematographer Bradford Young.
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The early Levi’s® TV commercials were one of the films that inspired me to pursue commercial filmmaking. I am honored to be a part of that visual legacy. I’ve always been drawn to brands and creators who are committed to authentic storytelling, and this film allows me to honor a small but powerful piece of history. The creative agency Droga5 is a great partner that is willing to push the notion of commerciality, and I love their courage. We are on the same team in that sense.”
The second film, ” Fair Exchange,” tells the story of a son who trades his 501® for a beloved family cow, much to the dismay of his family.
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Directed by Martin de Slau and photographed by Kasper Tuxen, the film depicts 501® jeans as a beacon on the road to something bigger, against the backdrop of a cold Georgia winter.
And the third film, “Legends Never Die (The Untold Farewell),” is the true story of an avid Levi’s® fan who wanted to be buried wearing 501®. This fan also requested that funeral attendees wear 501® jeans. This film, also directed by Martin de Slau, is a beautiful example of the kind of fellowship and love that makes an appearance at a funeral wearing denim for a loved family member or friend. It celebrates humanity, compassion, and the connection between the lives of the men who lived with Levi’s® 501®.
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“I have worked best with Droga5 for many years and was intrigued by the challenge of creating a small story together with this campaign… Levi’s® is a very iconic brand and to be able to celebrate its 150th anniversary with some of my favorite people It was a wonderful opportunity.” Martin de Slauw. More stories will be shared as the campaign launches with anniversary events around the world.
