Levi’s Asks Who You Would Want To Unbutton

Levi’s® goes provocative in its latest 501® Jean Campaign and we like it. The classic San Francisco denim brand is asking you to reveal a bit more about yourself by posing the question ‘Who Do You Want to Unbutton?’.

The global integrated Levi’s® 501® campaign is an evolution of the earlier 501® campaign, ‘Live Unbuttoned’ in celebration of the symbolic act of ‘unbuttoning’. It takes the next step asking you to ‘undo’ that bit of yourself and consequently, revealing something about your personality, and in doing so, embracing the definitive spirit of undeterred self-expression behind its most well-loved, straight-leg button-fly 501® jeans.

The global campaign consists of print and outdoor ads, instore point-of-sale materials and retail window set-ups, with the interactive www.unbutton.501.com website set to be the main digital platform to get to know you better, amongst other online media that will also include social networking sites.

Centered on ‘Who Do You Want to Unbutton?’, you can post your thoughts and creative descriptions on the person(s) that you want to ‘unbutton’. Levi’s fans will also be able to either SMS or post a description of who they would like to ‘unbutton’ to be displayed on the 501® Message Board in Levi’s® Stores.

The Print Ads shown here were shot on location in New York City with famed photographer Mark Seliger. Former chief photographer for Rolling Stone magazine, Mark has shot over 100 covers for the rock rag and has worked as an editorial photographer for GQ and Vanity Fair.

For those who fancy “unbuttoning” the models featured in the ‘Who Do You Want To Unbutton?’ campaign, JUICE can reveal their names, but you’ll have to do the rest. The male talents are Marius Hardijk, Jarrin Kirksey, Arthur Okoun and Allen Tsai; Allen and Jarrin, may look familiar - they were featured a previous 501® campaign.  The sole female in the campaign is Cheyenne Tozzi.

Get unbuttoned and tell the world who you’d like to unbutton at www.unbutton.501.com.