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Building on the success of its fall 2000 “Lost But Not Lost” campaign, Levi’s Silvertab is launching “Lost Arcade,” an integrated print and online effort to connect with Gen Y types via interactive games, high-tech prizes and Silvertab clothes.
Print, in-store and Internet imagery shows urban nomads like Irena and Ijeoma in Neo-bootcut Silvertab jeans and looser-cut styles, crew-neck tops and plaid shirts accessorized with Motorola Talkabouts, Sony Mini DVs and other gizmos. “It’s about how fashion meets technology,” said Levi’s spokesman DannyKraus.
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