To re-establish the emotional bond between Levi's and young people between 19 and 24 years, through a below-the-line operation in order to transform the perception from "Levi's is the historical jeans and for this reason, old", into "Levi's are the historical jeans that have interpreted the style of all periods, always original".

The campaign moved on the web through a piloted activity of community infiltration on YouTube, Myspace, Flickr and many italian blogs.Finally after 6 weeks, Levi's has been revealed as the project's originator with two huge posters in a crucial place in Milan.The posters launched a music festival happening through Italy and through the summer: "NEW MUSIC FROM THE ORIGINAL".A dedicated website was created to follow up the music festival.The project arrived at its conclusion on the 30th March with a party in Milan.