Amplify and Levi’s marked the 150th anniversary of the iconic 501 jeans with an immersive experience for "The Greatest Story Ever Worn" campaign, aimed at solidifying Levi’s leadership in the denim category among Gen Z trendsetters. By inviting guests to remix styles from different eras, the event encouraged participants to create their own 501 stories.
Held at Sydney’s Abercrombie Hotel, the event featured immersive experiences like the "Precious Cargo" dancehall set inspired by 1970s Jamaica as well as having the opportunity to style themselves in pieces from the 70s, 90s, and Western Frontier eras with help from stylist Thaela Michosvellis. Guests customised their jeans in the "Dear Future Wearer" activation, adding chain-stitched designs by Kai Brown. With live performances by Jack River and DJ Daws, the event reached 7.56 million on social media and generated 588 pieces of content, reinforcing the enduring appeal of the 501.
Credits
Agency: Amplify
Executive Creative Director: Tim Baggott
Creative Director: Jackson Holst
Creative: Buster Moxham
Graphic Design: Buster Moxham, Susan Alzaim
Executive Producer: Claire Hewitt
Business Director: Karina Munoz