Levi's 501 Day Campaign

Rengeeta Rendava ·

Levi’s 501® Day celebrates the day Levi’s received their first patent for the 501® jeans.

To capture Southeast Asia’s diverse voice, Mad Hat Asia conceptualized the Travelling 501® where a single pair of Original 501® jeans travelled to Singapore, Malaysia, Indonesia, Philippines, and Thailand accompanied by an exhilarating event and influencer engagements at every stop.

CLIENT | Levi’s

THE BRIEF

On May 20th, 1873, the world’s first blue jean received its official patent – a day we commemorate each year as “501® Day.

Putting together an overarching communications plan for 501® Day Activation that is seamlessly integrated across SEA market. (MY, SG, TH, ID, PH)

OUR APPROACH

Capturing the voices of SEA by engaging a creative visionary in each market to add their personal artistic flair to a single pair of Original 501® jeans that will travel to each market.

OUR STRATEGY

Creating relevance between the 501® Day occasion with youth culture by:

  1. Driving digital presence

  2. Creating right associations

  3. Crafting a compelling narrative

  4. Introducing immersive experiences

DELIVERY

  1. Travelling 501®

  2. Physical Event

  3. Public Relations

  4. Influencer Engagement

TRAVELLING 501 ®: PROPOSED VISIONARIES

TRAVELLING 501 ®: The Result

Our proposed Visionaries were chosen as they are individuals that exemplifies the 501® Spirit within their respective disciplines.

Starting from Indonesia, the Travelling 501® journeyed across Southeast Asia, where our creative Visionaries at each location had the opportunity to visualise their interpretation of the 501® Spirit on a single pair of Original 501® jeans.

Physical Event

Each market will have a physical event to commemorate 501® Day. In the spirit of current subversive youth culture, we will provide the youths of SEA with a cathartic space to express themselves through art and music. Media, influencers and selected Levi’s customers will get to express their most authentic selves, along with the Visionary who will be introduced at the event.

Influencer Content

To further support the campaign, we also engaged an army of influencers, both paid and unpaid, across SEA to help with:

  • Creating social media visibility

  • Driving awareness for the campaign

  • Driving awareness for the event

RESULT

PR VALUE

USD$ 976,817

TOTAL ESTIMATED REACH

458, 925, 349

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