Levi’s Europe autumn branding campaign

As reported today on Revolution Magazine, Levi’s Europe has upgraded its website with games, new products and even an ‘image-mangling’ engine to promote the brand’s Teenage Kicks line and its new autumn product range. In Levi’s mind the goal of the Web site is to appeal and to retain the brand’s core target audience, 15- to 24-year-old girls and guys.
The Web site is available in English, German, French, Spanish and Italian. I like the graphics, but I’ve found navigation rather confusing.