Always the original, Levi's was the first brand to use the large interactive touch screens displays developed by ivista in Madrid’s Subway. The objective was to get the public actively involved in the new Levi's campaign, "Originals do not fit."

People who passed through three of Madrid’s main subway stations (Príncipe Pío, Ciudad Universitaria and Chueca) had the opportunity to interact with an interactive application specifically developed for this action on glass touch screens housed in traditional poster displays. Subway users only had to touch the glass of the display to navigate within the various panels of the campaign. In addition, the application included an interactive map with the location of the Levi's stores in Madrid and Barcelona.

Another through window touch screen with the same application was installed in the shop window of one of Levi’s most popular stores in Barcelona. This way, passers-by could be part of the campaign by browsing the application from outside the store, even when it was closed.

The action received much press attention due to it being the first interactive action of its kind within the metro of Madrid, with thousands of people interacting with the Levi’s campaign, making the many late nights preparing and installing the campaign well worth it.