Levi's - The Greatest Story Ever Worn
Award: Wood Pencil
Wood Pencil / Film / Fashion / 2023
Award: Shortlist
Shortlist / Integrated / Large Enterprise
Award: Shortlist
Shortlist / Writing for Advertising / Integrated
Award: Shortlist
Shortlist / Film / Cinema Commercial Campaigns
Award: Shortlist
Shortlist / Cinematography / Short Form
The iconic Levi’s 501 jean was about to hit an iconic milestone: its 150th anniversary. To celebrate this moment, Droga5 documented the legend and lore of the original blue jean in The Greatest Story Ever Worn – a global anthology of films based on the true exploits of Levi’s 501 wearers. The stories took us from Soviet-occupied Georgia, where a man traded a cow for a pair of 501 jeans, to the docks and dancehalls of 1970s Jamaica, and even to modern-day California, where one unliving legend was not only buried in 501 jeans, but requested all funeral-goers wear them, too.
What did the judges have to say?
It was simple, beautiful, timeless advertising.
Samantha Chitty, Executive Producer, Biscuit Filmworks
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