Levi's wanted to convene a demo tape contest in Spain and Portugal. The problem: Many brands do the same. There is no differentiation. Our proposal: To raise the bar, to turn the contest into a new standard of musical awards by creating the "Unfamous Music Awards". With the help of a famous host, we summomed the bands. A jury of experts selected the winners of the Unfamous awards which were given out in different shows put on at Levi's stores, and lastly we organized 4 concerts of the highest standard in Madrid, Barcelona, Valencia and Lisbon. The result: We succeeded in no longer being just another demo tape contest, becoming a solid and different new proposal. We found our place in the music scene in view of subsequent editions.