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After a competitive review, Levi’s selected Droga5 New York and Sao Paulo as its new lead creative agency last year to develop a global campaign celebrating the 150th anniversary of the brand’s 501 Jeans.
The result is “The Greatest Story Ever Worn,” kicking off during the Grammy Awards on Sunday with the release of three short films directed by Martin de Thurah and Melina Matsoukas that depict the product’s popularity and influence.
“Early Levi’s spots were some of the pieces that actually inspired me to pursue commercial filmmaking,” Matsoukas said in a statement.