Blogs are perceived by youth as highly credible sources of unadulterated information vs. conventional media. Blogging is consumer driven, person-to-person online chat with an unprecedented potential for mass exposure: over 70.000 new blogs are created everyday. Vlogs (video blogs) incorporate video to blogs and hence serve as a powerful, credible communication channel for fashion, for which visual reinforcement is crucial.

39.000 people enjoyed LEVI’s in the street and participated in the origination of LEVI’s messaging: more than 2 hours footage of the event was released and embedded within youths’ top-programming on national TV (Value €195.000).Spin-off print editorial coverage: Yo Dona, Shangay, Rolling Stones, Tendencias, Vanidad, Ragazza, DT (Value: €103.635).