Levi’s has long had a story to tell about how jeans became a part of popular culture.
The campaign launching at the music awards show features two mini-films illustrating some of the ways Levi’s 501s have become a focal point in lives around the world.
The campaign is grounded in storytelling, illustrating Levi’s connections to lives and to culture at large, but it started with the product and a deep dive into the Levi’s archives, Jackman said.
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