Now in its 3rd year, the Levi’s® Digital Arts Award (LDAA) is expanding in all directions. For the first time entry is open to everyone (not just art and design students), it has more categories to enter, and it will run over six months instead of two.

The award this year will open for entries from mid-May and run right through to the end of October. The overall winner will be announced in November 2005. The brief, assets and entry form will be available online only.

Established in 2003, the LDAA is an initiative by Levi’s® Europe to foster and support emerging talent in Digital Media. It’s an opportunity work to a real brief and develop exciting work for an iconic global youth brand with the possibility of the work appearing on the Levi's® Europe brand website:

Between July - October, entrants will be displayed online at and the public will be asked to vote each month for their favourites.
The top favourites will then be presented to a panel of creative professionals from Levi’s® Europe, Lateral (Levi’s® Europe’s digital marketing agency) and a guest judge per month from around Europe.

They will choose up to three finalist entries each month to go through to the ultimate final. In November all the judges will then pick the overall winner who will receive an Apple iBook and the possibility of an internship at Lateral, the other finalists will each receive an Apple iPod Shuffle.

The LDAA 2005 will live entirely online, with everything needed to participate available to download from the site. All entrants will answer the same, simple brief: “You don’t wear your Levi’s® jeans, you live in them”.

There are now three new categories to choose from to enter, allowing a range of creative interpretations of the brief:

Levi's® jeans are what you wear when you do what you do.

There are three new categories to choose from to enter, allowing a range of creative interpretations of the brief:

1. Image (JPEGs only). Can be a photograph, an illustration or a scan/photo of your text. This image may be of something you have made, and then taken a picture of.
2. Video/ Animation (Macromedia Flash version 5 or 6 only: .swf /.fla) This category is for things users just watch, and not really interact with. It could be a simple animated cartoon or a full-blown video.
3. Interactive experience/ game (Macromedia Flash, version 5 or 6 only: .swf / .fla) This category is for anything that provides some kind of interactive experience.

Specific information about maximum file size, proportions/dimensions etc can be found online.

“This is the 3rd year of the LDAA and we feel it is established enough now to open up to a larger audience. There’s a world of invisible but talented people out there using their digital ingenuity to create some unexpected results, and we would like to help facilitate this.”
Said Helene Venge, Digital Marketing Manager, Levi’s® Europe.

“The LDAA is a wonderful initiative that plays to the strengths of this participatory digital age, and benefits all who take part. Last year’s overall winner got a place on the Lateral Intern Programme as part of his prize. This was so successful that we offered him a full-time job, and he’s now a member of our interactive design team”.
Said Su Sareen, Creative Planning Director of Lateral.

So lots of reasons to participate in the LDAA 2005. Entrants should start getting to work now and enter for the first batch of voting on July 1st.

For further press information please contact kddPR:
Karen Durham-Diggins
T:+44 (0)20 8989 2541


Levi’s® Digital Arts Award (LDAA)
The brief and all supplementary information incl assets will be available online. Similarly, entry will take place online and entrants will be asked to submit short description / raison d’etre of their work.
Levi’s® assets will be made available, and entrants will also be encouraged to develop their own. Terms & Conditions will be available as well.

Levi Strauss & Co -
One of the world's leading branded apparel companies with sales in more than 100 countries worldwide. Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.

Levi's® Europe continues their focus on digital marketing innovation by expanding the LDAA on its European website,, aimed at their target audience of 15-24 year old girls and guys.
The website, developed by Levi's® Europe’s digital marketing agency Lateral, has already won two LIAA’s, a BIMA, Cyber Lion, and a One Show Merit.

Lateral –
Award winning Lateral, is a small, but perfectly formed, independent digital communications agency. Their pioneering expertise and professional approach has attracted recognition both with the new media industry, as well as the consumer market as can be seen by clients such as Levi's® Europe, Five, Faber & Faber, Nintendo and RSPCA.

Published on: 12:00AM on 19th May 2005