Levi's Extends 'Go Forth' Globally

  • July 6, 2011
Levi's new global marketing campaign builds upon the brand's 2009 and 2010 U.S. marketing campaigns.

The global integrated marketing campaign launches in early August with TV, cinema, print, digital and outdoor. The new creative will span 24 countries across the Americas, Europe and Asia-Pacific regions. Featuring Levi's Fall 2011 collection, the creative platform also carries the statement, "Now is our time."

Levi's tapped director Ralf Schmerberg to create a 60-second short film featuring scenes of the German landscape from Berlin to the Baltic Sea.  The pioneering youthof Berlin 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, Ore.

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Attendees of Europe's apparel industry event, Bread & Butter, will get a sneak peek this week as "Go Forth" comes to life on the streets of Berlin.

Later this year, consumers around the globe can get directly involved in pioneering positive change through a Levi's "Go Forth" digital engagement program supporting global sustainability efforts. The "Go Forth" tenets will also inspire the development of Levi's global product lines for 2012 and after.--Tanya Irwin

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