The Levi’s brand has selected Droga5 as its lead creative agency to develop a new global platform to celebrate the 150th anniversary of its iconic 501 Original Jean.
Following a competitive review, the brand chose Droga5’s São Paulo and New York offices operating as a global hybrid team for the 150th anniversary of the enduring buttonfly 501 Jeans. The jeans have evolved over the years, including a recently launched ’90s-inspired version—and the brand’s most sustainable jean ever—501 Originals made with organic and post-consumer recycled denim, designed to be recycled itself.
“Droga5 deeply understands our consumer, our values, our brand and the opportunity ahead. Their sharp insights, coupled with their global perspective and creative approach, were exactly what we were looking for in a partner as we achieve this momentous milestone in our brand’s history. We look forward to working with them to deliver work that contributes to the brand’s legacy,” said Karen Riley-Grant, Levi’s CMO in a statement.
The upcoming 150th Anniversary campaign is set to launch in early 2023—and Droga5 will be responsible for developing a strategic global integrated platform that will live across digital, broadcast, OOH, social and experiential.
“Levi’s has a storied legacy as a cultural force, a global icon and an innovative creative business,” said Susie Nam, CEO of the Americas, Droga5, in a statement. “We’re incredibly honored to help celebrate the iconic 501 in a manner that benefits the moment.”
Droga5 launched its São Paulo office early this year with Netflix as its lead client—and has continued to build its roster. This Levi’s announcement comes on the heels of recent new business wins for Droga5 São Paulo, including technology company Hotmart. The Levi’s win is the first big hybrid win for Droga5 reaching across two offices.