Levi’s was turning 150 years old and wanted to party. As part of the celebration, they introduced teens to the uncompromising, effortless cool flagship model, the iconic 501s, and watched them fall into lifelong love.

Taking a Classic and Making It Your Own

Famously Effective

In a partnership made in marketing heaven, Grey and Levi’s teamed up with K-pop group NewJeans to tap into the vibrant energy of K-pop and the global youth culture it inspires, while reinforcing its own brand’s relevance across generations. The collaboration isn’t just about denim—it's a dynamic blend of classic authenticity and fresh innovation, making Levi's a natural fit for the future of fashion. In the film, members express their individuality by choosing a pair of 501® jeans, customizing them, and styling them with unique accessories and items. The brand has also strengthened consumer engagement through short videos and visuals for social and digital use, and a pop-up store with a photo zone that replicated the studio where the NewJeans photo shoot took place. The campaign is also working to expand through 3D OOH production.