The Levi's(R) Brand Digitally "Unbuttons" a Diverse Cast of Emerging Artists as Part of Global 501(R) Marketing Campaign

The Levi's(R) Brand Digitally "Unbuttons" a Diverse Cast of Emerging Artists as Part of Global 501(R) Marketing Campaign

Campaign Features exclusive new tracks by talented musicians Estelle, Nikka Costa and Wale and content from celebrity blog sensation Perez Hilton

SAN FRANCISCO, Calif., Aug. 14 /PRNewswire/ -- This week, the Levi's(R) Brand launches an innovative digital experience as part of its global "Live Unbuttoned" campaign celebrating the iconic Levi's(R) 501(R) jean. The digital program 'unbuttons' a cast of some of the hottest new artists from the world of music, art, sports and entertainment. Fast rising R&B star Estelle, lyrical wizard Wale, celebrity blogger extraordinaire Perez Hilton and XGames gold medalist Jamie Bestwick are just a few of the stars who 'unbutton' themselves to reveal fun, whimsical videos and exclusive online content.

At the heart of the Levi's(R) new digital experience is the idea that everyone has something to reveal, they just need to be 'unbuttoned'. Levi's "Unbuttoned" digital concept was developed and executed by EVB San Francisco with artist-relations support from Cornerstone. The experience offers fans a sneak peak into each artist's 'revelations'; through exclusive full motion videos, music downloads and film content. Exclusive tracks by Estelle, Wale and Nikka Costa from their respective forthcoming albums were produced for the "Live Unbuttoned" digital campaign. The tracks are available for free download at www.levi.com/estelle, www.levi.com/nikka and www.levi.com/wale.

"Levi's is a brand that represents creativity, individuality and freedom of expression. This spirit is at the heart of the 'unbuttoned' campaign and the new digital experience curated by Levi's(R)," said Doug Sweeny, Director of Levi's(R) Brand Marketing. "The emerging artists we partnered with unbutton themselves in their own unique and inspired way. The resulting brand experience invites consumers to interact with Levi's(R) in a fun and relevant way that will evolve and grow as consumers interact with it over time."

The "Unbuttoned" digital campaign is supported by an awareness print media campaign by EVB in magazines including Rolling Stone, The Fader, Giant, Dime, Vibe and ESPN. A rich online media campaign produced by Ave A/Razorfish was also developed to support the launch of the campaign.

About Levi's(R) "Unbuttoned" Talent

Estelle -- Singer, song writer and producer, Estelle brings a mix of lounge-funk, reggae, hip hop and soul to her ground-breaking sound. Estelle stands out as a strong, independent woman who inspires others with her relentless pursuit of being real and authentic. Estelle's recent chart topper "American Boy" featuring Kanye West is a number one single worldwide. Levi's customers can get a free exclusive download of Estelle's new song "No Substitute Love Remix" at www.levi.com/estelle.

Perez Hilton -- Celebrity blogger and television personality writes one of the most visited and loved entertainment sites online at perezhilton.com. The site generates as many as 8 million readers a day. Check out what Perez has to say in early September at www.levi.com/perez.

Wale is known and respected by fans worldwide for his mix raw energy, lyrical wizardry and genre-bending production. Wale garnered crazy buzz and many industry-firsts in 2007, all without a record deal. In 2008, he signed with Interscope via Grammy Award winning producer Mark Ronson and will release his first album in 2009. Wale produced an exclusive remix for Levi's off "100 Miles and Running" called "Breakdown" available now at www.levi.com/wale.

Nikka Costa -- Born into a family of musicians, this songstress takes a dash of Janis, a pinch of Tina and a spoonful of James Brown to deliver music that is confidently unique and continually evolving. For those who like their tunes fresh and soulful with an injection of rock and R&B, Nikka's style fusion hits that musical sweet spot. Download Nikka Costa's exclusive "Stuck On You" remix at www.levi.com/nikka.

Jamie Bestwick -- The world's preeminent vertical BMX rider, Jamie won an XGames Gold Medal just last week and is a five time XGames Gold medal winner. If anyone knows the value of taking a chance, it's Jamie. "The King of Vert" dumped his day job to ride BMX full time almost ten years ago and has never looked back. Look for a cool video featuring Jamie at www.levi.com/jamie.

First Call Analyst:
FCMN Contact:

Source: Levi's Brand

CONTACT: Erica Archambault, +1-415-501-7678, earchambault@levi.com, of
Levi's PR

Web site: http://www.levi.com/
http://www.levi.com/estelle
http://www.levi.com/nikka
http://www.levi.com/wale
http://www.levi.com/perez
http://www.levi.com/jamie

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