The new campaign aims to pay homage to the brand's heritage and celebrates today's pioneers who are taking action to build a new and better future. The new global platform builds upon the brand's successful 2009 and 2010 US marketing campaigns and was informed by research from around the world that shows that the youth of today believe it is up to them to make the world a better place.
"Youthful optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world," said Robert Hanson, global president of the Levi's brand. "'Go Forth' is more than a marketing idea. It is also a rally cry; because now, more than ever, the world needs people with a pioneering spirit who still believe that anything is possible. For youth today, optimism is power."
The introduction of a global creative platform is the culmination of several years of rejuvenation for the Levi's brand. In recent years, the brand has introduced revolutionary innovations in its men's and women's product lines and renewed the Levi's retail store experience in an effort to engage a new generation of Levi's customers.
The first manifestation of the new campaign's creative platform is the global integrated marketing campaign launching in early August. Later this year, consumers around the globe can get directly involved in pioneering positive change through a digital engagement program supporting global sustainability efforts. The campaign's tenets will also inspire the development of Levi's global product lines for 2012 and beyond.
The global campaign will come to life through TV, cinema, print, digital and outdoor. The new creative will span 24 countries across the Americas, Europe and Asia-Pacific regions. The campaign serves as an invitation for people around the globe to come together to create a better world - it's a catalyst for the belief that it's up to each of us to make real change happen. Featuring Levi's latest 2011 collection, the creative platform carries the empowering statement, "Now is our time."
To bring the statement sentiment to life, the Levi's brand tapped 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 global campaign was created in partnership with Wieden+Kennedy, Portland, Oregon.
For more information go to www.levi.com.
