THE GREATEST STORY EVER WORN
My partner Gonzalo and I wrote Droga5’s first and only campaign for Levi’s.
Celebrating 150 years of the fabled denim, by digging through Levi’s archives, old newspaper clippings, doctor’s notes, Andy Warhol’s memoirs, and even the obit section of one smalltown California newspaper.
Chapter 109: “Fair Exchange”
A true story set in the farmlands of Soviet-occupied Georgia. Where one man dreamed of the West, and a life beyond the hay bales.
Directed by Martin de Thurah
^ Our hero’s son, who wrote a thank you note to Levi’s after the film debuted. Chapter 149: “Legends Never Die”
The true story of the last wishes of one Californian man. An unliving legend who not only requested to be buried in his 501 jeans. But requested all funeral-goers wear them too.
Directed by Martin de Thurah
Chapter 103: “Precious Cargo”
A true story set in docks and dancehalls of 1970s Kingston. Where Jamaicans imported barrels of Levi's on small smuggling boats – only to export their style back to the world by the metric ton.
Directed by Melina Matsoukas
Every year, a chapter.
We launched the campaign with a twist on the iconic Levi’s logo – as Chapter One told the origin story of Levi Strauss, Jacob Davis, and the first pair of blue jeans.
When fact is stranger than fiction.
Every piece of the campaign was based on a true story. To find the source material, my partner and I dug through Levi’s Archives, old newspaper clippings, doctor’s notes, Andy Warhol’s memoirs, and even the obituaries section of one smalltown California newspaper.
A story told across the world.
The campaign rolled out across 37 markets, and was translated into 19 different languages. It was adopted by everyone from fashion influencers... to the San Francisco Giants mascot, Lou Seal.
Recognition & Credits
AICP Best in Show: Advertising Excellence
3x Cannes Silver
2x One Show Silver Pencil
1x D&AD Wood Pencil | 5x D&AD Shortlist
Vimeo Staff Pick (Fair Exchange)
AdWeek - The 20 Best Ads of 2023
Ad Age - 40 Best Ads of 2023
Fellow Creatives:
Gonzalo Navarro, Tom McQueen, George McQueen, Carrie Levy, Mia Rafowitz, Cara Cecchini
Producers:
Mike Hasinoff, Mateo Suarez, Harit Muttjera
