We replaced the front page with the ad and let the front page be at the end of the magazine. We made pages with the ad too big or too small to fit in the paper. We created an ad where elements of the ad were stickers that could be removed from the magazine. We made ads that were anti-fit and impossible to ignore.

According to surveys done by the magazine Vice, 91% of their readers had seen the campaign and 79% thought it was “cool” or “ excellent.” The stickers were seen all over town. It drew press to Levi’s as “supporting vandalism” or as we would like to call it - being “anti-fit.”