Project Iceland

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.