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Levi's® Antidote was designed to act as an enabler and facilitator. It aims to provide young people with the tools they need to pursue their passions - and then to help them share these passions with others. Antidote is entirely led by what matters to its participants and how they choose to express themselves. As such it's an unusual model: a major brand giving the means of content production to its consumers!
Programme Results:
- Print:
- 50 content partners across europe
- 159 requests from the website to participate
- Distributed across 12 countries
- Translated into 7 languages
- Currently published quarterly up to issue 3
- Online:
- Approximately 100 pieces of content available on site
- Updated fortnightly
- Events:
- 17 cities in 7 Countries
- 30 Events in 3 Months
- 259 000 Branded Flyers Distributed
- 22 000 Total Venue Capacity
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ANTIDOTE PRINT:
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This is a printed zine in a folded A2 format, which is both a taster of Antidote Online and a fanzine in its own right. 3 separate editions (of half a million copies) of the Antidote zine were available from Levi's® Stores across Europe, and other select locations.
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issue one |
issue two |
issue three |
antidote instore |
antidote instore |
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ANTIDOTE ONLINE:
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A separate area on the main brand website, (www.eu.levi.com/antidote), that aggregates content from indie/'amateur' publishers (aka 'Zines) across Europe. We call them our Content Partners. Examples: Mercy (Liverpool, UK ), Ladinamo (Madrid, ES ), Living Company (Hamburg, DE ), LFTFLD (Amsterdam, NL ), and Mute (Oslo, NO ).
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screenshot one |
screenshot two |
screenshot three |
ANTIDOTE EVENTS:
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Part-sponsored events that were suggested, organized and run by the content partners at a local level. These events were then documented to feed new content back into the Antidote site
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selection of event flyers |
chica event: view video |
that dam event: view video |
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