BIMA Awards 2006 - Best Integrated Campaign

Building on the growing popularity of user-generated content, Levi's wanted to find a way to provide young people with the tools they need to pursue their passions - and then to help them share those passions with others.

The denim brand's digital agency Lateral came up with the idea of Antidote, which was entirely led by what matters to its participants and how they choose to express themselves. It was designed purely to act as an enabler and facilitator.

The multi-channel programme included events and online and print activity.

A seperate area on the main brand site, eu.levi.com/antidote, aggregated about 100 pieces of content, including stories, images, sounds and movies in bite-sized chunks from indie/'amatuer' publishers (aka Zines) across Europe.

With each chunk, site visitors could find out about the people behind it, and ways to get involved in the programme.

The site, which was updated fortnightly, played a central role in the campaign. It was supported by a printed Zine, both a taster of Antidote and a fanzine in its own right. Three seperate editions (half a million copies) of the antidote Zine were available from Levi's stores across Europe, and other select locations.

The programme also included 30 part-sponsored events across 17 cities in seven countries that were suggested, organised and run by the content partners at a local event.

These events were then documented to feed new content back into the Antidote site. Judges were impressed with the strong integration across the different channels.