The 501 jean has been a blank canvas for style and self-expression since its inception in 1873. So to bring this to life we developed ‘501 Ways to Wear’. At the heart of the campaign was an interactive digital flipbook, which incorporated bespoke technology to enable users to explore and navigate different ways to wear the iconic product. Shot as an endless interactive catwalk, a cast of hand-picked Pan-European influencers took up the mantle of some of the biggest style icons of the last 150 years to demonstrate: one iconic pair of jeans, 501 endless style stories.
The campaign was supported by teaser films featuring the key influencers in each city, offering fans a chance to learn more about their 501 style and passions and digital banners across premium publications, such as GQ and Vogue.
The fully integrated campaign saw the content captured for the desktop and mobile platform run in-store, form the backbone of the digital advertising, and be seeded across each of the influencer’s own networks. The app itself achieved a reach of over 25 million, with over 43K unique users.
