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'Go Forth' reminds consumers that Levi's are jean of self-reliance

03
Jul '09
The Levi's brand announced the launch of “Go Forth,” the highly anticipated brand campaign conceptualized in partnership with Wieden+Kennedy Portland (W+K). “Go Forth” – a campaign rooted in America's raw, pioneering spirit – is the first work born out of the relationship between W+K and the Levi's brand.

The campaign positions the Levi's brand as the brand for pioneers who are in the process of building a new America. Their youthful optimism and pioneering energy are at the core of Levi's DNA and this overarching theme has been woven into every component of the “Go Forth” campaign. Everything you see, from a cinema spot to a banner ad, is full of energy, vibrancy and provocation – created with a sense of movement, freedom and optimism in mind. “Go Forth” reminds consumers that Levi's jeans are the jean of self-reliance, hard work, and an independent, hopeful spirit.

“'Go Forth' is more than a campaign, it is a north star for the brand. The campaign takes the raw, tough, and eternally optimistic spirit that made the Levi's brand great and brings it to life as a clarion call for this generation,” said Doug Sweeny, Vice President of Levi's brand marketing.

“Levi's has a rich history, steeped in American ingenuity and bravery. We wanted this campaign to pay homage to that heritage, but also to refresh and reinvent the idea of a pioneering spirit for the times in which we live,” said Susan Hoffman, Executive Creative Director of W+K.

In celebration of the first true pioneers of our country, Levi's “Go Forth” campaign launches on July 4, 2009. The “Go Forth” mantra will stretch across all key touch points for the brand, from product innovation and retail experience to more traditional advertising outlets such as TV, cinema, print, OOH and digital. Campaign elements will reach across North America from the top of Canada to the bottom of Chile.

Two provocative TV and cinema spots are at the forefront of the “Go Forth” campaign launch. The spots feature the idealistic spirit and celebrated works of the great American poet Walt Whitman. Walt Whitman was intoxicated with America and with its unlimited possibilities. Like the Levi's brand, Walt Whitman stands for the democratic power of real people – the self-reliant young men and women who make this country a better place.

“Walt Whitman's best writing always sought ways to face the adversity, bad times, and suffering around him and to find hope in the future,” said Ed Folsom, Co-Director of the Walt Whitman Archive and preeminent Walt Whitman expert. “Whitman celebrated a desire for a future built on equality and freedom, a future where America's daughters were equal with America's sons, where the nation's laws would be consonant with the democratic laws of nature, where freedom and love were protected by America's laws.”

The first ad, entitled “America,” is set to what experts believe is Walt Whitman's original recording of his poem “America.” It features diverse images of American landscapes and poignant portraits of the people who make this country what it is. The message is one of self-reliance, resilience, encouragement and hope. The second spot, “O Pioneer!” set to air later in the campaign, is a closer look at the pioneering youth culture of America.


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