Antidote "meta-zine"
Chica's event flyer.
Chica's live event in Glasgow.
Project Overview
In 2005, I contributed to a groundbreaking project for Levi Strauss & Co., aimed at authentically connecting the iconic denim brand with youth culture across Europe. As the Lead Producer at Red Planet Productions, I oversaw the video content creation for the "Antidote" programme, an innovative initiative supporting independent zine publishers and fostering grassroots events.
Situation
Levi's sought to reinvigorate its brand image among young consumers by supporting and amplifying youth-created media. The 'Antidote' programme was a multi-faceted initiative designed to create authentic connections with the youth market. It comprised several key elements:
1. A quarterly 'meta-zine' that curated content from independent zines across Europe, to be distributed for free in Levi's stores.
2. Financial support for zines to host live events, fostering grassroots cultural activities.
3. A dedicated website showcasing zine content and featuring video coverage of youth-driven events, serving as an engaging gateway to Levi's online presence.
The challenge was to create a mutually beneficial relationship between the brand and its target audience without appearing inauthentic or overly commercial. Our specific task was to produce engaging video content that would authentically represent these subcultures while subtly aligning with Levi's brand values.
Levi's Antidote website.
Task
My role was to manage the production of video content for 15 youth events across five European countries, ensuring that we captured the essence of each subculture while adhering to the project's low-key branding strategy. This involved coordinating international film crews, managing post-production, and facilitating stakeholder approvals—all within a tight three-month timeframe.
Actions
1. Strategic Planning: Developed a comprehensive production schedule to cover 15 events across the UK, Germany, Norway, Spain, and the Netherlands, balancing logistical efficiency with creative flexibility.
2. Resource Management: Sourced and managed local film crews in each country, ensuring consistent quality while adapting to local contexts.
3. Stakeholder Management: Created a password-protected client area on our website to streamline the approval process, facilitating collaboration between the agency, client, and zine creators.
Stakeholder approval website.
4. Content Strategy: Worked closely with editors and translators to craft compelling narratives that resonated with local youth cultures while maintaining a cohesive overall brand story.
5. Technical Implementation: Oversaw the setup of a robust digital infrastructure to handle the upload, review, and distribution of video content across multiple platforms.
6. Quality Assurance: Implemented a rigorous review process to ensure all content met both creative and technical standards before distribution.
7. Cross-functional Collaboration: Liaised with Levi's marketing team and the Lateral agency to align video content with the broader Antidote campaign, including print and digital media.
RESULT
• Levi's printed 1.5 million copies of the Antidote "meta-zine", with 1.2 million distributed through Levi's stores, and 300,000 via alternative channels.
Antidote meta-zine - Issues 1 to 3.
• Antidote-sponsored live events reached over 22,000 attendees, across 30 events in 17 cities and 7 countries.
Flyer for Chica's event.
Flyer for LFTFLD's event.
Flyer for Plan B's event.
Flyer for Mercy's event.
• Red Planet successfully produced and delivered high-quality video content for 13 events within the three-month timeline (two events were re-scheduled outwith our window).
• The videos helped drive significant online engagement, with Antidote accounting for 8% of all traffic to Levi's European website.
• The project was shortlisted for two BIMA Awards (British Interactive Media Association) in the "Best Community Campaign" and "Best Integrated Campaign" categories.
• Received commendations in the M&M Awards (Media & Marketing Europe) for "Best Youth Campaign" and "Best Use of Creative Media".
M&M Commendation 1
M&M Commendation 2
KEY LEARNINGS
1. User-Centric Approach: By prioritising authentic representation of youth culture, we created content that resonated deeply with our target audience, demonstrating the value of putting user needs at the forefront of product development.
2. Iterative Development: The project's success relied on continuous feedback and adaptation, mirroring agile methodologies essential in modern product management.
3. Cross-Functional Leadership: Co-ordinating diverse teams across multiple countries honed my ability to align different stakeholders towards a common goal.
4. Innovation in Brand Engagement: The project's novel approach to brand-consumer relationships highlighted the potential for innovative product strategies to create mutual value.
This project not only delivered exceptional results for Levi's, but exemplified the product management skillset: user empathy, strategic thinking, and the ability to execute a vision across complex, multi-stakeholder environments. It demonstrated how a deep understanding of user communities, combined with innovative engagement strategies, can drive significant brand value and user satisfaction.
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