RE-ENERGIZE 501®, Levi’s® latest campaign, is not just a message. It’s an invitation to share your interpretation of the most iconic pair of denim ever. The concept was ready to be implemented. Enter frank agterberg/bca.
First stop in Europe: De Bijenkorf, Amsterdam. Levi’s® shop window in this high-end department store, displays a visual history of the 501®. In a wall of sturdy wooden boxes – or rather, wooden frames – pictures and videos take you on a denim journey that starts out as early as 1890 and continues to this very day. At the very centre of the construction the legendary 501® sees its very first pair in fierce red being highlighted.
To add interactivity with the consumer, we programmed this Levi’s® multi-media concept with an online control tool. This enabled us to update the images on the high definition ultra slim LED screens. and most of all, creating the fun feature to have consumers in Amsterdam, Berlin and Paris, insert their pictures made in the in-store photo booth.
What’s your interpretation?

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