Levi's wants young men to unleash the "beast" within

10/2/2008 | Adweek

Unbuttonyourbeast.com is a new site from Levi's aimed at young post-college-age men, who can create and distribute customized video clips of nine different animated characters "emerging" from the button-fly of Levi's jeans. The viral effort is the work of Omnicom Group's EVB, co-creator of the popular "Elf Yourself" campaign for OfficeMax.

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