The Best Jeanist Campaign is a marketing PR campaign developed for a group of eleven companies in the Japan Jeans Makers Association. It began in 1984 as an effort to combat declining sales and boost demand for jeans. The campaign primarily consists of the Best Jeanist awards, which are given to celebrities who are deemed to be the "best-looking" in jeans.

There are two award categories: Public Selection and Committee Selection. In the Public Selection category, general consumers can vote for celebrities. Currently, voting can be done through postcard, fax, or the web. One male and one female "Best Jeanist" are selected in this way. Generally, the winners are entertainment celebrities. In the Committee Selection, a committee selects individuals (typically three or four) from a broad range of fields, including politics and sports.

Celebrities who are named as Best Jeanist five times become "Eternal" Best Jeanists and are no longer eligible for the award. Only three people have achieved this status: Takuya Kimura, Tsuyoshi Kusanagi, and Ayumi Hamasaki.

The campaign sometimes includes other major activities, such as a charity auction to commemorate the event's 20th anniversary.