"We've had the rebels and revolutionaries. Now we have the ANTI-FIT."
With a new project, Levi's puts the spotlight on 6 creative individuals who are independently expressing their personal vision and share stories that aim to inspire a wider audience to believe in themselves.
Apart from the website, 501anti-fit.se and 501anti-fit.no, the project is widely spread on a free DVD, via TV programming and with non-traditional marketing.
The zero-tolerance city Oslo, for example, was haunted by graffiti on public buildings by spotlighted artist Mari this weekend; only that it was projected instead of sprayed.
Robo-action-dub playing Gaffaman is searching for a contact to his planet via personal ads and the freerunners from Le Parkour physically demonstrate where and how they cross a city in a straight line with the help of the usual urban obstacles.
The concept was developed by STROBE, film documentary by Against All Odds and website by Farfar. (note, Farfar means paternal grandfather in Swedish)