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Levi's 'Go Forth' says optimism is power
07 Jul '11
5 min read
To bring the “Now is our time” sentiment to life, the Levi's brand tapped renowned director Ralf Schmerberg to create a 60-second short film featuring scenes of the German landscape from Berlin to the Baltic Sea – and the real pioneering youth of Berlin to deliver a message of hope and empowerment. The spot features the poem “The Laughing Heart” by American poet, novelist and short story writer, Charles Bukowski.
The print, digital and outdoor advertising features Levi's jeans in action as captured by photographers Jeff Luker and Randall Mesdon. The Levi's 'Go Forth' global campaign was created in partnership with Wieden+Kennedy, Portland, Oregon.
“Go Forth is a platform we are committed to for the long term,” added Van Dyck. “Consumers will see it grow and evolve from season to season and year to year, yet it will remain true to its core message of optimism and a pioneering spirit.”
Levi's Fall 2011 Collection
The 'Go Forth' feeling of optimism and youthful energy extends through Levi's Fall 2011 collection, available in stores in late summer. Celebrating exceptional craftsmanship, attention to detail and innovation in fits, finishes and fabrics, the collection is the embodiment of American style and includes looks that range from rugged to refined to rebellious.
Key fits for men include a range of silhouettes from slim and skinny to straight and tapered. The collection looks at finishing through a sustainable filter and explores innovations that build on the Water
The Fall 2011 women's line will expand on the revolutionary Levi's Curve ID fit system which was introduced in Fall 2010. The system is based on a woman's shape, not size and is offered in Slight, Demi, Bold and Supreme Curve fits. The collection will feature a wide variety of innovative finishes ranging from rich dark shades of indigo and black to authentically crafted and worn looks. Finishes will be offered in both our Classic and Modern rise as well as a variety of leg openings.
The print, digital and outdoor advertising features Levi's jeans in action as captured by photographers Jeff Luker and Randall Mesdon. The Levi's 'Go Forth' global campaign was created in partnership with Wieden+Kennedy, Portland, Oregon.
“Go Forth is a platform we are committed to for the long term,” added Van Dyck. “Consumers will see it grow and evolve from season to season and year to year, yet it will remain true to its core message of optimism and a pioneering spirit.”
Levi's Fall 2011 Collection
The 'Go Forth' feeling of optimism and youthful energy extends through Levi's Fall 2011 collection, available in stores in late summer. Celebrating exceptional craftsmanship, attention to detail and innovation in fits, finishes and fabrics, the collection is the embodiment of American style and includes looks that range from rugged to refined to rebellious.
Key fits for men include a range of silhouettes from slim and skinny to straight and tapered. The collection looks at finishing through a sustainable filter and explores innovations that build on the Water
The Fall 2011 women's line will expand on the revolutionary Levi's Curve ID fit system which was introduced in Fall 2010. The system is based on a woman's shape, not size and is offered in Slight, Demi, Bold and Supreme Curve fits. The collection will feature a wide variety of innovative finishes ranging from rich dark shades of indigo and black to authentically crafted and worn looks. Finishes will be offered in both our Classic and Modern rise as well as a variety of leg openings.
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