Levi’s 501 day: Putting customers at the heart of the campaign

LEVI’S 501: Maximising conversation and cultural impact around Levi’s 501 day

Action: Capturing Levi’s 501 Day

Levi’s 501 Day celebrates the anniversary of the original blue jean which came to be 145 years ago, on May 20th, 1873. Levi’s asked Fuse to execute a creative partnership which would maximise the conversation and cultural impact around Levi’s 501 Day. The partnerships had to integrate with other planned activities including content across ESI Media platforms, such as Evening Standard advertorials and social content, as well as 501 bespoke tailoring.

Create: Celebrating the stories of people who make the 501 their own

For this year’s 501 Day, Levi’s celebrated the stories of people who make the 501 their own, showing that we are all collaborators with the brand. In an activation that kept this message of authenticity and customer engagement at its heart, Fuse delivered a ‘bullet time’ 180-degree camera rig that was installed in Levi’s Regent Street Store throughout the 501 Day celebrations.

Working with OMGDOOH, a new dynamic OOH offering at Omnicom Media Group UK, the best images that were captured were live streamed to feature in OOH along the busiest shopping street in London, with Levi’s own customers as the face of their ads!

Impact: Putting Levi’s customers at the heart of the campaign

Over 400 photos were taken across four live days, with 20 images rotated on OOH on 501 Day, reaching an estimated 116.8k adults and putting Levi’s customers at the heart of the campaign.

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