Original upload date: Thu, 26 Jul 2007 00:00:00 GMT
Archive date: Tue, 07 Dec 2021 13:02:55 GMT
The final compilation release. Filmed in Reykjavik in August, 2006. Creative TVF/BBH. Directed by James Rouse.
A mash up of ten individual clips which were uploaded to YouTube in a covert, organic
...
non-seeded viral campaign.
Levis intention was to hit a small but united group of ubercool young trend-setters in an original and exciting new way, utilising the social tools and technology that they frequent online.
The films were uploaded by planted users all containing a moment in time of an exciting and surreal event that happened (apparently un-noticed accept for the lucky few) in Reykjavik, Iceland.
Over the following week's fierce debate raged at the authenticity of the films, driving the viewers to discover the hidden branding concealed within the films and embracing the advertising message at the heart of the campaign.
Essentially Levi's aimed to create an exciting, conspiratory activity for viewers based around video delivered through YouTube, the Mash-up brings all these films together and created a branded reveal for the experimental campaign.
