In 2021, Levi’s debuted Buy Better Wear Longer, a sustainability campaign featuring influencers and activists who presented a very logical argument for shopping more sustainably. The brief for 2022 challenged us to introduce a new layer to the BBWL story; one that stepped away from being influencer-centric, and would strike both an emotional chord and appeal to a universal audience (meaning, less reliance on VO, and more of a visual story).

To establish a more emotional connection to the product, we told a story of sustainability through longevity. I.e. literally depicting the jeans as a living, breathing thing that has had a lifetime of its own. Therefore instead of approaching the topic of sustainability in a more dry and logical way, we tapped into Gen Z’s sense of nostalgia and millennial’s hunger for life experience.

103 Press Mentions Globally

474,000,000 Impressions

“Highest testing Levi’s spot we’ve seen in 20 years” - Ipsos Market Research

Levi’s FLX (future-led execution) is a proprietary technology developed by Levi’s that utilizes lasers to create and recreate wear marks, patterns, different washes and more. F.L.X. can recreate the look and feel of vintage denim. This is the first time this proprietary tech has been used in the advertising space as a tool for more sustainable production and creative storytelling.

103 Press Mentions Globally

474,000,000 Impressions

“Highest testing Levi’s spot we’ve seen in 20 years” - Ipsos Market Research