Levi's - 'Go Forth'
13 December 2011
Date: August 2011-ongoing
Agency: Wieden + Kennedy, Amsterdam
Media Channels: TV; cinema; print; digital; outdoor
For the first time in Levi’s 138-year history, the clothing retailer introduced a global creative platform, ‘Go Forth’, which kicked off with a global marketing campaign.
The global creative platform builds upon the brand’s 2009 and 2010 marketing campaigns in the US, drawing its inspiration from research showing that the youth of today believe it is up to them to make the world better.
The campaign comes to life via multi-channels and spans 24 countries across the Americas, Europe and Asia- Pacific. The 60-second television spot is set against a backdrop of German landscapes and features young people delivering a message of ‘hope and empowerment’. Print, digital and outdoor elements feature Levi’s new clothing collection ‘in action’, and carry the strapline “Now is our time”. Media was bought and planned by OMD.
“No matter where you are in the world, youthful spirit and pioneering energy are themes that resonate,” says Levi’s global chief marketing officer Rebecca Van Dyck. “Our brand has always been a catalyst for change. We want customers to leave our stores not just wearing Levi’s jeans, but feeling inspired, empowered and determined to create a better world.”
As part of the ‘Go Forth’ initiative, Levi’s collaborated with artist Alexandre Farto to create a series of art installations recognising the pioneers of today’s Berlin. It also opened its doors to the Levi’s Print Workshop in the German capital, designed to celebrate the local creative community.