Levi's uses Lateral online work to support anti-fit brand

Levi's is launching its first online pan-European campaign for two years through Lateral.

The campaign, which celebrates the anti-fit nature of Levi's 501 jeans, will support the TV commercials for the brand created by Bartle Bogle Hegarty.

The focus of the campaign is the Levi's vmx, a video mixer that allows users to create their own fridge magnet-style messages using the two actors from the recent TV campaign.

In addition to the vmx, Lateral has created a series of "banners with attitude" to convey the essence of "anti-fit" in a cheeky manner.

The ads were written by David Jones and art directed by Simon Crabb.

Media planning and buying was through Levi's local media agencies and centrally coordinated by Starcom Motive in London.

The multilingual executions were designed to capture the imagination of a target audience of boys and girls aged between 15 and 24, who enjoy text messaging. But the campaign is also intended to drive registrations at Levi's e-mail programme.

Helene Venge, the digital marketing manager of Levi's Europe, said: "Levi's has a long and established heritage of developing innovative online campaigns and we have tried our best to live up to that expectation."

Last month, Levi's launched its second year of Digital Arts Awards, which promotes young creative talent.

Students have been invited to create a piece of content for Levi's European website, which will then be judged by a panel of creatives from Levi's European agencies, including BBH and Lateral.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).