All that’s old is new again: BBH’s “Levi’s Modern Vintage” campaign

Levi Strauss & Co. has been around since 1853, and while the brand’s popularity may rise and fall with the trends, it’s still a major US cultural icon in many areas of the world. Besides, you can’t last for more than 150 years without having that certain caché, and Levi’s has enough of that to last several more decades.

Or at least last another ten years, if BBH Asia Pacific gets its way. To launch the “Modern Vintage Collection” — A new line which incorporate different features from Levi’s long history into a single pair of jeans — the agency has created a campaign to see how well Levi’s fans can spot people and things around them that will influence people in the future. Consumers are invited to check out www.levismodernvintage.com to view “time capsules”, collections of images uploaded by everyday people, images of things they think will matter a decade from now. Of course you’re more than welcome to add your own collection of images. Uploading and viewing happens right up until the end of May, 2010, at which point the site will be taken down… only to return in 2020 to see how accurate people’s predictions were.

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I’m sure Levi’s will be around ten years from now. Let’s hope the internet will be too.