Secrets and Lies

A new strategy was needed for the 501, to make it relevant again to young people around the world who had never heard of Nick Kamen. “Live Unbuttoned” conveys the uninhibited attitude and fearlessness of youth. This commercial shot by the late, great Jeff Labbe shocked conservative American audiences - just as a Levi’s ad should.

Rik co-wrote this during his time at BBH.