Jeans maker Levi Strauss & Co has launched its biggest ever marketing campaign for the Levi's 501 brand entitled "Live Unbuttoned".

"This is about stepping up and being a global leader," said John Anderson, president and CEO of Levi Strauss & Co.

"With our Levi's brand sold in more than 110 countries, we are the No 1 jeans company in the world.

"This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle. No other jeans brand can do this."

Levi's said that the theme of its campaign centred on the experience of "unbuttoning yourself and breaking free from inhibitions and convention".

The Live Unbuttoned print ads will run globally including August issues of US magazines such as Maxim, Details, Rolling Stone, Paper and Sports Illustrated along with a series of four TV ads that will be run globally.
Outdoor advertising will also be used in key US markets including New York, Los Angeles and San Francisco, including a giant-sized, three-dimensional 501 jean that will adorn billboards throughout the LA beginning on 1 August.

The brand will also launch a collection of limited-edition button-fly button covers to support the campaign.