Levis 501: Unbuttoned - The Magazine

To launch the new ‘Unbuttoned’ range of 501 jeans into the Hong Kong market, Levi’s looked to maintain its sense of originality and individuality, however endless funds were not available, so a simple magazine campaign was briefed via TBWATEQUILA Hong Kong.

‘Live Unbuttoned’ is about expressing individuality, living outside of conventions and shunning social restraint. So the 501s had to be advertised in the most unrestrained way.