• Loading…

Project Iceland

Award: Wood Pencil

Wood Pencil / Viral / Animation & Motion Graphics / 2008

This film is a mash-up, comprising shots selected from ten individual clips uploaded to YouTube in a covert, organic, non-seeded viral campaign. The intention of Levi’s was to hit a small but united group of ubercool, young trend-setters in an original and exciting way. The films that were uploaded by planted users all contained a moment of an exciting and surreal event that happened in Reykjavik, Iceland. Over time, debate raged over the authenticity of the films, driving the viewers to be active in uncovering the advertising message at the heart of the campaign. Essentially Levi’s aimed to create an exciting, conspiratorial experience for viewers. The mashup bookends the diverse media and creates a branded reveal for this experimental campaign.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again