All asses were not created equal. The new Levi’s® Curve ID campaign is a rallying cry to women everywhere that hotness really does come in all shapes and sizes. The new custom fits from Levi’s® are about shape, not size, and we showcase them online, in print and with out-of-home in Los Angeles, San Francisco, and New York City. It's about a pair of jeans that fit you, instead of you having to fit into the jeans. Coupled together, the imagery and copy are fresh and fun and let ladies know that the new democracy of jeans has arrived.