This film is a Mash-up comprising shots selected from 10 clips uploaded to YouTube in a covert, organic non-seeded viral campaign.Levi's intention was to hit a small group of ubercool young trend-setters in an original and exciting new way, utilising the social tools and technology that they frequent online.The films were uploaded by planted users all containing a moment in time of an exciting and surreal event that happened (apparently un-noticed except for the lucky few) in Reykjavik, Iceland.Over the following weeks fierce debate raged at the authenticity of the films, driving the viewers to discover the hidden branding concealed within the films and embracing the advertising message at the heart of the campaign.Essentially Levi’s aimed to create an exciting, conspiratory activity for viewers based around video delivered through YouTube, the Mash-up brings all these films together and created a branded reveal for the experimental campaign.