Levi's Brand Selects Droga5 as Lead Creative Agency to Celebrate Iconic 501 Original Anniversary

Today, the Levi’s brand, part of Levi Strauss & Co. and one of the world’s most iconic denim jean brands, announced it has selected Droga5, part of Accenture Song as its lead creative agency in the development of the brand’s new global platform to celebrate the 150th anniversary of its legendary 501 Original Jean.

Following a competitive review, the brand has tapped Droga5’s São Paulo and New York offices operating as a global hybrid team. The agency’s appointment comes as the brand marks a major milestone in its history - the 150th anniversary of one of the world’s most enduring and iconic style items, the 501 Original Jean. 501 Jeans are the ultimate blank canvas and unofficial uniform of changemakers, experimenters, icons and originals. Whereas the button fly and straight leg are the foundational blueprint of its design, 501 Jeans have continued to evolve over many decades, mirroring broader cultural, historical and stylistic shifts. The brand recently launched ‘90s inspired versions of 501 Jeans as well as its most sustainable jean ever - 501 Originals made with organic and post-consumer recycled denim and designed to be recycled itself.

Karen Riley-Grant, Levi’s chief marketing officer said: “Droga5 deeply understands our consumer, our values, our brand and the opportunity ahead. Their sharp insights coupled with their global perspective and creative approach were exactly what we were looking for in a partner as we achieve this momentous milestone in our brand’s history. We look forward to working with them to deliver work that contributes to the brand’s legacy.”

Set to launch in early 2023, Droga5 will be responsible for developing a strategic global integrated platform that will live across digital, broadcast, OOH, social and experiential.

“Levi’s has a storied legacy as a cultural force, a global icon, and an innovative creative business,” said Susie Nam, CEO of the Americas, Droga5. “We’re incredibly honoured to help celebrate the iconic 501 in a manner that benefits the moment.”

Droga5 launched its São Paulo office early this year in February with Netflix as its marquee client and has continued to build its roster. This announcement comes on the heels of recent new business wins for Droga5 São Paulo including Hotmart, a global technology company that enables creators to become entrepreneurs, helping them build, manage, monetise, and grow their digital business to their audiences. The agency is tasked with developing its international brand purpose, positioning and marketing strategy as they expand into the US market.