• by Sarah Mahoney  @mahoney_sarah, August 9, 2011

With the "Go Forth" campaign moving into its third year, Levi's is taking a new approach for the fall season, launching its first-ever global spot exclusively on Facebook.

"Levi's Legacy" is a 60-second film from Wieden + Kennedy, intended to reinforce the brand's "now is our time" message. While "Go Forth," introduced back in 2009, was inspired by Walt Whitman's poetry, this spot ventures into new literary territory for the brand, featuring the poem "The Laughing Heart," by Charles Bukowski.

Once called "the laureate of American low-life," Levi's is hoping Bukowski's call to action ("there is a light somewhere. it may not be much light but it beats the darkness.") will motivate fans not just to buy its britches, but also to be pioneers for change. The ad was filmed by Berlin-based director Ralf Schmerberg, and features scenes of "pioneering youth" filmed throughout Germany.

This latest twist combines a mix of Facebook advertising and Sponsored Stories, "a Facebook marketing tool that allows brands to amplify a fan's message, ensuring that friends see the message by calling it out on the right side of the page," the company explains in its release.

Digital elements of the campaign, created in partnership with Dachis Group, are scheduled to run in 24 countries and in 19 languages. It includes a social challenge, allowing people to offer support to Water.org, which Levi's has partnered with in the past.

Fans who make an online pledge can provide a lifetime supply of clean water to 8,000 people. The goal is to generate 100,000 online pledges for the environmental group, co-founded by actor Matt Damon. (Levi's also markets Water The San Francisco-based jeans giant says it expects the spot to reach nearly 325 million people via Facebook. Plans call for the spot to run in theaters around the world, starting Aug. 12, and to run on TV later this fall.

The company says this is the first time the Levi's brand has delivered a singular creative platform to a global audience.