Levi's has launched its biggest ever global marketing campaign to promote its iconic 501 style.
The Levi's 501 campaign entitled "Live Unbuttoned" is the first integrated global campaign the brand has undertaken. The campaign will include print adverts, television advertising, outdoor advertising and a digital campaign.
The "Live Unbuttoned" campaign centres on the idea of breaking free of inhibitions and convention and will solely focus on the 501 style, Levi's classic straight-leg, button-fly jean.
Levi Strauss & Co president and chief executive John Anderson said: "This is about stepping up and being a global leader. 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."