Everyone's got something to reveal. They just need to be unbuttoned.

Levi's turned to EVB to help them re-ignite the Button Fly 501 with a campaign platform called "Unbuttoned." To bring the campaign to life, EVB signed up nine up-and-coming celebrities, including Perez Hilton and Estelle, to "expose themselves" through print, online advertising and online video content.

Each print and online execution leads to Web-based content and free downloads of music and video.