CHALLENGE:

Re-establish the 501 as the world’s most iconic jean.

OBJECTIVE:

Utilize the online space to help celebrate the 140th year of the 501.

TARGET AUDIENCE:

Fashion setters and seekers; past, present and future wearers of the 501.

IDEA:

Original since 1873.

No matter how, when or why you wear the 501, you’re an original. No other jean can own this.

Because the 501 is (and has been) made with you, we stepped aside, creating a destination that invited everyone to showcase their unique 501 look. The ever-growing, iconic gallery was fittingly textured with 501 imagery, quotations and cultural insights.

The strength of the creative lay in producing a destination that possessed the same level of authenticity as the 501 jean itself.

To do this, the primary focus of the microsite came from a key insight that has made Levi’s 501 the world’s most iconic jean: We all wear it differently. To add another branded dimension, the ever-growing, iconic gallery was fittingly textured with 501 imagery, quotations and cultural insights. Because no other jean has the legitimate right to own the term ‘original’, it’s only appropriate that the 501 owns the right to create a gallery of true originals.

RESULTS:*

Visits: 351,000+

Uploads #501: 60,000+

Average Time Spent on Site: 2 mins

Average Time Spent on Site: 11 mins

(return visitors)

*Initial six weeks