Levi's gets provocative with new campaign

Close on the heels of creating a global campaign for Perfetti Van Melle's Chupa Chups lollipops, BBH Asia Pacific has launched the second phase of its global campaign, for Levi's '501' range of jeans. The campaign will be rolled out across Asia, followed Latin America, over the next two months.
The first leg of the campaign titled 'Live Unbuttoned' was rolled out in 2008. The second phase of the integrated campaign is provocatively titled 'Who do you want to Unbutton?', and consists of print and outdoor advertisements, POS materials and retail window set-ups and PR and consumer promotions. A specially created  microsite www.unbutton.501.com is home to the interactive digital campaign. OgilvyOne Worldwide has created the microsite.

Speaking about the campaign, Agnes Tann, strategic brand planning director for the Levi's brand, Asia Pacific Division said, "With this campaign, we are taking the 501 re-launch to another level by pushing the limits of self-expression and challenging our consumers to embrace the uninhabited spirit of the iconic 501 jeans. We hope this encourages some form of emotional revelation from our consumers and throws away the restraints on expression" .

The microsite enables users to post their thoughts and descriptions about people they want to 'unbutton' and perhaps even find them. The print campaigns are revelations of individuals on who they want to unbutton. For instance, the pictured print ad shows a rock star wanting to unbutton a person with a pierced tongue who's a part of the audience.
 
The visuals for the campaign were shot by photographer Mark Seliger.