Go Forth campaign spotlights Levi's new F/W collection

Levi's Go Forth 2012 Global Brand Marketing Campaign

The 2012 Go Forth campaign will come to life through a series of TV, print, digital and outdoor advertising in markets around the world. Woven throughout the creative platform is the caption, "This is a pair of Levi's." The caption is juxtaposed over unexpected pieces from the Collection, such as dresses and tops, to emphasize that the craftsmanship, innovation and style associated with the Levi's brand is embedded in every article of clothing.

Go Forth continues to be a strong platform that embodies the pioneering spirit and intrinsic values of the Levi's brand," said Len Peltier, Global Vice President of Creative for the Levi's brand. "From a creative approach, we wanted to be culturally relevant while also making the product more central to the brand narrative. Our intent is to disrupt what people think they know about the Levi's brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement – "This is a pair of Levi's."

The campaign also takes inspiration from the Levi's brand's pioneering spirit. The taglines featured in the outdoor, digital and print advertising, such as "Cut with Grace," and "Tailored for the Young and Hungry," capture the dynamic potential of this generation and are meant to speak to the young leaders of the world who are pioneers in their own right. The images in the creative feature the Levi's Fall/Winter 2012 collection and head-to-toe look in action, as captured by photographer Christian Weber.

The print work also features a model found through a Levi's brand casting effort launched earlier this year to source new faces from around the world via the popular photo-sharing service Instagram. Using the #iamlevis hashtag, pioneers across the globe were encouraged to upload images of themselves, individuals who go forth every day with a sense of purpose.

The 2012 Go Forth campaign launches globally in mid-August. The campaign was created in partnership with Wieden+Kennedy, Portland, Oregon. The digital execution was led by Wunderman, New York. Media strategy across all platforms was developed and activated by OMD, Los Angeles.

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