LEVI’S
’ANTI-FIT’

To launch Anti-Fit 501s for the next generation, we wanted to create an ‘anti-hero’. Someone in the mould of James Dean or Marlon Brando. So, we came up with an ice cream man. A mysterious figure who played rock n roll versions of nursery rhymes to draw people to come buy his ices. The ‘Anti-Fit’ campaign was culturally relevant, cheeky and it led to 501 becoming an icon again.