Levi's Invites Consumers To 'Unbutton' Artists - 08/19/2008

Levi's 501 digital campaignLevi's puts the focus on the 501 brand in its latest "Live Unbuttoned" digital campaign. The ads and microsites, featuring up-and-coming artists, offer a glimpse of the real person behind the celebrity, speaking to the hidden creativity in everyone.

EVB San Francisco built the campaign on the idea that everyone has an artistic side--they just need to "unbutton" it. The video and still ads directed by Pier Nicola D'Amico began rolling out last week featuring emerging artists including the British hip-hop singer Estelle, along with Nikka Costa and Wale. The concept, developed with support from music agency Cornerstone, gives consumers a glimpse into the style of several profiled artists.
MediaPost Publications - Levi's Invites Consumers To 'Unbutton' Artists - 08/19/2008

The standard argument I hear all the time is that only certain brands in certain verticals can produce this kind of work. The recently launched Converse Chuck Taylor campaign is strikingly similar to this one -- feature a bunch of up-and-coming artists (many of whom are known entities) and feature them via print and microsites. Got it. It's great for fashion, but how does Scrubbing Bubbles do one of these? Should some brands just step aside and continue to use more traditional advertising?
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