The spotlight of this year’s marketing initiative is the Levi’s brand’s new Fall/Winter 2012 global collection. The campaign represents the latest chapter in the brand’s signature Go Forth creative platform, which first launched in North America in 2009 and expanded globally in 2011.
The 2012 campaign is titled “This is a pair of Levi’s.” The centerpiece of the campaign is a 60-second film directed by Lance Acord that depicts individuals putting on their Levi’s jeans in the morning and preparing to face the day.
“This campaign is designed to ignite a new generation of pioneers to believe in the Levi’s brand as much as we believe in them,” said Mary Alderete, global VP of Levi’s Brand Marketing.
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The 2012 Go Forth campaign will come to life through a series of TV, print, digital and outdoor advertising in markets around the world. Woven throughout the creative platform is the caption, “This is a pair of Levi’s.”
With an online Lookbook as its centerpiece, consumers can immerse themselves in the Fall collection in a playful way. The Levi’s designers’ stories are woven throughout, with exclusive videos that explain their vision behind each product. The Lookbook can be found on Levi.com beginning August 20th.
Consumers can also engage in mobile experiences that bring the product stories to life, including the brand’s first iAd and the first-ever shoppable brand magazine on Flipboard.
Finally, in order to fuel conversations that celebrate Go Forth moments, the Levi’s brand will be asking consumers to share the acts they engage in each day to make the world a better place. The conversation will begin through #goforth starting September 1.
The campaign launches globally in mid-August. It was created in partnership with Wieden+Kennedy, Portland, Oregon. The digital execution was led by Wunderman, New York. Media strategy across all platforms was developed and activated by OMD, Los Angeles.