When Lateral were briefed on the Spring 04 Levi’s® brand communications strategy and the forthcoming advertising campaign we decided to develop a digital component that didn’t just support the ATL campaign but actually gave it an increased level of depth and resonance. It was for this purpose that we set about creating a series of elements that would all work together but with each individual element being noteworthy in its own right. This includes: The VMX, the Girls section, the 501 section, online ads, online games and Levi’s Digital Arts Award.