Cannes Lions

LEVIS CLOTHING

LATERAL NET, London / LEVI STRAUSS / 2006

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Levi’s® MAX is a mobile application that allows users to create their own tunes and share them with others.MAX was created as part of the Levi’s® 501 jeans® with Anti-Fit campaign, to buck the ring-tone industry trend of pop-chart single hit £3 ring-tone download.

Tunes made with MAX can be downloaded from eu.levi.com and used as a ring-tone on most mobile ‘phones. In addition, people can re-mix others’ tunes to create new ones. A final twist: a competition was run with music industry judges choosing the winning tune to be professionally remixed and released as a single.

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