Levi’s has launched another promotional project related to music, travelling, amateur documentary and pioneering youth spirit. The 2011 Levi’s Roadwear campaign, which was developed by BBH Asia Pacific, merges the best traditions of the previous brand’s initiatives of this kind, including the viral spot ‘Guy Walks across America’ and ‘Norte a Sur: Una Ruta, 5 Experiencias,’ a TV series chronicling the journey of five American Latinos along the Pan-American Highway. The campaign is supported by an interactive story which builds on a road trip by Mermonkey band, three mates who embarked on their first-ever tour across the country. Their routes are mapped on the website www.levisroadwear.com/my, which is created in style of old cartographic pieces on which brands jeans models look like geographical objects.

Visitors to the website with ‘I was born for the road less travelled’ motto on the main page are invited to explore the map by zooming in and out to read and watch the highlights from the guys’ trip, documented in a candid and open way and spiced up with light-hearted humor. In the presentation video, one of the guys, invites to “discover the crazy stories behind the rips, scuffs and stains we picked up along the way.” The experiences are ‘scattered’ across the mapped jeans and jackets connected with red dashed lines. There’s also a gallery with Levi’s apparel for men and women—some of the pieces showcased there were worn by the guys during their trip.

“We created a campaign that turned Levi’s jeans into continents. By navigating the rips and stains on the denim, you could unlock the stories that lie behind each and every mark. Traverse each of the ‘continents’ and you’ll piece together the story of an aspiring band and their ups and downs on the road to fame and fortune,” said Douglas Hamilton, copywriter, BBH Asia Pacific.

The 2011 Levi’s Roadwear campaign also includes five prints shot in Los Angeles by Sydney-based photographer Ben Sullivan.