Favorite creative of February 2023

At the 2023 Grammys, Droga5 launched the new campaign for Levi’s, celebrating 150 years of the 501 jean. The campaign is both a celebration of this momentous milestone and an opportunity for Levi’s to connect with Gen-Z by proving the brand’s status as a true style icon. The Greatest Story Ever Worn is an ecosystem of storytelling , inspired by true exploits of 501 wearers from the past 150 years.

Throughout this year, more and more pieces of the campaign will unfold into the world across the entire brand experience, all transcreated across 37 markets and 19 languages. More information

This is the true story of hundreds of dearly departed who’ve requested to be buried in their 501® jeans. And the one unliving legend that requested all attendees wear them, too. Most funeral directors don’t get it, but we definitely do. Because that’s just going out in style in the greatest story ever worn.

LEVI’S GREATEST STORY EVER WORN