Like many of us I've got a soft spot for vintage objects that actually do something, and I don't mind being advertised to when the delivery vehicle is as cool as this. Levis' "Make Our Mark" campaign involves four objects from the 20th Century, repurposed for our modern times with a little connective technology.
They've hacked a 1956 Gibson ES-125 guitar with an uplink to online audio distribution platform Soundcloud:
A 1939 Graflex Speed Graphic camera that uploads still shots to Instagram:
A 1953 Bolex B-8 movie camera hooked up to Instagram video:
And last but not least, a 1901 Underwood No. 5 typewriter connected to, of course, Twitter.
Check out the bad-ass Nixie tube character counter they've hooked up to the typewriter.
So what are they gonna do with all of this stuff? Apparently the plan is to traverse the U.S. by train—another vintage technology--and let travelers use the objects to create some on-the-fly art. [Ed. Note: It's part of a larger multimedia project, by artist Doug Aitken, is called Station to Station.] But if you ask me, I think they oughta start mass manufacturing, or mass repurposing, these things. I bet they'd sell like hotcakes.
Obligatory promo vid: