'Go Forth' reminds consumers that Levi's are jean of self-reliance
03 Jul '09
5 min read
The spots were directed by two renowned, up-and-coming young directors – Cary Fukunaga (“America”) and M Blash (“O Pioneer!”). Fukunaga recently exploded into the spotlight at the 2009 Sundance Film Festival where he picked up prizes for best direction and cinematography for his film "Sin Nombre." “America” is Fukunaga's first foray into advertising work and will air in the United States beginning in early July on cinema screens across the country. Later this fall, both “America” and “O Pioneer!” will also launch on prime time TV and cable networks.
The bold and colorful “Go Forth” print and outdoor campaign was shot by acclaimed photographer Ryan McGinley. The imagery captures a sense of youthful optimism and hopefulness for a better tomorrow. McGinley's work features active imagery of “Go Forthers” deeply engaged in sweeping nature scenes. Taglines such as “strike up for the new world,” “this country was not built by men in suits” and “will work for better times” serve as an invitation to join in the quest for a new and better world.
The print campaign begins in July in publications ranging from sports, fashion, music and culture that target a young male demographic. Outdoor will run beginning in July in key youth markets including New York, Los Angeles, San Francisco and Chicago.
“Go Forth Expeditions,” an interactive digital program, also launches in early July and invites people across the country to participate in the “Go Forth” movement. In the spirit of the campaign, these expeditions will be a call to the masses to see the world differently, explore the energy of their America and pioneer in their thoughts and action. Additional details about “Go Forth Expeditions” will be announced later this month.
In the spirit of “Go Forth,” the Levi's brand will continue its fervent support of pioneering events like AIDS Walk and World AIDS Day as well as organizations that are engaged in the fight against AIDS. The Levi's brand will always be a champion for those who choose to “Go Forth” in whatever they do.
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