Every blotch or tear in a garment has a story. Granted the story isn't always a good one, nontheless, Levi's is using that idea for its new campaign. They've created an interactive site for users to explore its latest denim collection, utilising the functionality of Google maps to take users on a cross-country road-trip of sorts. The journey follows three band members across the country, tracking their experiences with video, images and short blog-style posts. Here's the thing though, the locations on the map aren't real and the 'continents' are actually giant cartography-style illustrations of denim jeans. From what I can put together, you navigate the rips and stains on the denim and unlock the stories that lie behind each and every mark. As you traverse each of the 'continents' you piece together the story of an aspiring band and their ups and downs on the road to fame and fortune.
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