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Background

Levi’s 501 ‘Live Unbuttoned’ campaign is the brand’s first truly global marketing push, with the jean’s trademark button-fly at the centre of it. When it launched, a series of TV commercials showed young men and women unbuttoning themselves in celebration of a free spirit – in speech, expression or desire. These risqué commercials, however, did not pass the censorship board in Malaysia. So the problem was how to make the idea acceptable without losing its meaning.