What if we opened jean-hunting season?

That’s the idea behind “I spy Levi’s”.  An Australian campaign that’s been thought up uniquely for social networks (twitter and mobile phones) featuring a giant, urban hide-and-seek (in Sidney and Melbourne) that ends in a pair of jeans.  The idea? Brand representatives, wearing the prized Levi’s, tweet real-time clues to their whereabouts.  If you’re the first to find the brand representative, you need only say “Are those Levi’s?” and the jean is handed over right away—literally!  To see what I’m talking about, check out the below video.


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