Levi’s puts the spotlight on 6 creative individuals who are independently expressing their personal vision and allowing them to share stories that aim to inspire a wider audience to believe in themselves. (Yes, that did come form a press release) Two websites, www.501anti-fit.se and www.anti-fit.no, promote the project along with a DVD and street marketing. As is usual with these campaigns, the work and the accompanying videos are ethereal and sub-culturally hip which brands love to try and capture and identify with. For us, we prefer the “buy our jeans” approach. It takes less work and it’s easier to say no to.
