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September 03, 2004
Levi's Anti-Fit Fall campaign

Levi's� Europe launches the digital part of the 501� with Anti-Fit Fall campaign which incorporates TV, Print, OOH, Cinema, and Retail.
The 501� with Anti-Fit message has been promoted online throughout the year through continuously enhanced content and features, across a variety
of digital channels, across Europe.

This second phase marks a shift in content approach: from giving users cute, cool, and quick experiences in the form of use-once-and-throw-away little games and widgets, the content will now be expanded with a focus on applications that enable greater interaction with the brand and between the users themselves, over a longer period of time (The Levis� Mobile Audio Mixer and the Levi's� Video Mixer are part of the initiative - you can download both at
To further support the 501� jean with Anti-fit proposition, of course sports an entirely refreshed 501� section, designed with a visually strong style as original as the product it promotes.

The digital campaign has been developed by Lateral, whose chairman, Jon Bains, comments:

"We've entered a new phase of our strategy. Not
only is the application approach congruent with the Levi's� ethos, but, when brand building online, applications like the vmx and the max are relevant, fun, talkable and more interesting because they're simply more useful for the audience".

Comments on this entry

The keyword here is: sexyness. A pair of Levi's 501 anti-fit makes us guys look damn sexy. The girls are completely wild about how we look in them.

In other words, awesome.

Posted by: Jan Erik at October 28, 2004 03:44 PM


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