Levi's launches second year of digital arts award

LONDON - Levi's has launched the second year of its Digital Arts Award, which sets out to promote young creative talent and encourage excellence in digital art and design.

The award offers students the chance to interpret a real-life brief and to show off their emerging talents. This year's brief is focused on Levi's 501 jeans.

Students across Europe have been invited to create an entertaining piece of content for the Levi's Europe website, which communicates the "anti-fit" attitude inherent in Levi's 501s in a relevant way for young people online.

501s are cut with straight lines, compared with most jeans that are cut to fit the human body shape.

A shortlist of entries has been selected by a panel of top creatives from Levi's Europe, Levi's ad agency Bartle Bogle Hegarty, and Lateral, Levi's digital marketing agency.

From April 29, people can vote for their favourite on the Levi's Digital Arts Award website.

The voting will end on May 27 and a winner announced on June 3.

The event is pan-European and entries have come from countries including England, Turkey, Finland and Italy. The winner will gets an Apple ibook and an opportunity to partake in an internship programme at Lateral.

Helene Venge, Levi's Europe digital marketing manager, said: "I feel that working with young talent in a way that will equip them with relevant experience while celebrating their digital prowess is not only core to the brand and our beliefs, it's also an exciting project to work on."

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