The campaign, titled ‘Live Unbuttoned’, is the Levi’s brand’s first integrated global campaign and the biggest marketing program the brand has ever undertaken. ‘Live Unbuttoned’ is said to 'encapsulate the unrestrained, free-spirited and self-expressive attitude behind the world’s most perfect, timeless and quintessential straight-leg, button-fly jean'.

“This is about stepping up and being a global leader,” said John Anderson, president and CEO of Levi Strauss & Co.. “With our Levi’s brand sold in more than 110 countries, we are the number one jeans company in the world. This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle. No other jeans brand can do this.”

The theme of the ‘Live Unbuttoned’ campaign centers on the experience of 'unbuttoning' yourself and breaking free from inhibitions and convention. The campaign utilizes the act of unbuttoning Levi’s 501 jeans as a symbol of personal expression and revelation.

Bartle Bogle Hegarty conceptualized and led the campaign development, including TV and print elements. Additional components were developed by a variety of agency partners, including viral videos by Cutwater, digital components by EVB and Ave A/Razorfish and outdoor by Ave A/Razorfish.

Media for Canada is being handled by DraftFCB, and PR by APEX Public Relations, both of Toronto.

Earlier this season, Levi’s introduced a series of viral videos starring Levi’s 501 jeans to create energy and excitement for the 501 leading into this week’sofficial launch of the global marketing campaign. The videos, created with a young-male demographic in mind, offer an entertaining platform for consumers to engage with the Levi’s brand and 501 jeans. 'Jeans Jump', 'Hollywood Jungle' and 'Moon Walker', the first three viral videos released, have generated more than five million views online to date. Additional viral videos will be launched throughout the summer.

The ‘Live Unbuttoned’ print ads feature unrestrained, youthful and artistic shots of a diverse cast of men, all wearing their favorite Levi’s 501 jeans. The print campaign was captured by award-winning advertising and editorial photographer Jim Ficus at the Salton Sea, California. The ads capture an updated, modern take on the original rebel spirit of Levi’s 501 jeans, with models who conjure images of movie icons Marlon Brando, James Dean and Paul Newman to the rugged setting. The print ads will run globally including in August issues of such magazines as Maxim, Details, Rolling Stone, Paper and Sports Illustrated.

A series of TV ads centralized around the theme of unrestrained self-expression will run globally. The ads evoke the free-spirit and attitude of Levi’s 501 as an engaging cast of characters ‘unbutton’ their 501 jeans.

The TV ad that is scheduled to run in Canada is: ‘Secrets and Lies.’ It features two characters confessing a series of white lies as they unbutton their Levi’s 501 jeans. Their unveilings, along with the physical unbuttoning of their jeans, captures the provoking theme of self-expression and unrestrained behavior central to the “Live Unbuttoned” campaign. The ad is directed by Jeff Labbe.

Later this summer, Levi’s will kick-off a digital content driven campaign that uses a cast of emerging talent and digital technology to create a dialogue between Levi’s 501 and consumers. The first component of the campaign features up-and-coming pop-culture icons that contribute to the world’s cultural landscape in various ways and represent the spirit of living an 'unbuttoned' life. The program invites the consumer to 'unbutton' each person online to obtain exciting, exclusive content they can only get from Levi’s. The second iteration of the campaign features a user-generated viral concept that harnesses the power of social media to invite consumers to playfully interact with their friends and the Levi’s brand online.

Outdoor ads reflecting the “live unbuttoned” theme will also play a role in key Canadian and U.S. markets including Toronto, Montreal, Vancouver, New York, Los Angeles and San Francisco. Canadian outdoor campaign elements include wild postings, large format boards, transit shelter ads, button decals and a Toronto streetcar wrap.

As part of the campaign, a collection of limited-edition button-fly button covers will be introduced as a fun and whimsical outlet for self-expression. The button covers will be available this fall in all Levi’s stores. And beginning Aug. 18, all Levi’s stores in Canada will launch an exclusive Levi 501 in-store activation program.