Levi's Antidote

SMLXL gives a great account of Levi's Antidote campaign which brings together niche zines from around Europe to create and underwrite a youth-community.  It focuses on participation and letting indviduals set direction.  Makes sense.  Modern marketing needs to be about modern individuals, who are increasingly using technology to shape their own environments, including their relationships with brands.  No area is that truer than in the wired generation, as today's Guardian notes.