Levi's newest mantra: All asses are not equal.


advertiser: Levi’s
agency: Wieden + Kennedy

Levi’s has lauched a new line of jeans for women called Curve ID. It features three different cuts of jeans – Slight Curve, Demi Curve and Bold Curve – that were developed by identifying body shapes that represent 80% of women around the world. Wieden + Kennedy’s campaign for the new line, ‘All asses were not created equal,’ includes online, print and OOH executions featuring three women showing off their respective curves. This video, featuring You Nguyen, SVP, women’s merchandising and design for Levi’s, shows how the whole thing started, taking you through its inception from top to bottom.