When American Latinos Begin a Different Journey

Levi’s brand has announced the beginning of an iconic journey of five young American Latinos traveling along the Pan-American Highway to discover more about themselves and their roots.

The modern day travelers will engage in projects and ‘real work’ in each community along their ten city route through North and South America. The travelers’ adventures from Alaska to Argentina will be captured by Discovery en Espanol on its upcoming series “Norte a Sur: Una Ruta, 5 Experiencias” (North to South: One Route, 5 Experiences).

The ten, thirty-minute episode series airs this fall and will follow the travelers’ adventures every step of the way. The journey will also be documented via an interactive website www.norteasur5enruta.com that is being launched.

Levi’s brand invites its Latino consumers to ‘Go Forth’ via the lens of “Norte a Sur: Una Ruta, 5 Experiencias” a TV journey and online platform where travelers will cross boundaries to learn from their Latino heritage, shape and enrich their identities and be inspired by local pioneers (or pioneros) who are doing ‘real work’ in their respective communities.

Fans will be able to virtually experience the journey from start to finish and engage and get to know the five travelers through http://www.norteasur5enruta.com/.

Along with the main site, fans will be able to use their own Facebook and Twitter accounts to see status updates, engage in conversations, check out photos and videos, participate in giveaways and help the travelers with town-specific projects and tasks throughout their journey.

The travelers will share regular updates in real time throughout their journey and will encourage participation from fans.

“Last year, driven by the pioneering spirit of the Levi’s brand, the Go Forth campaign created a resonant message underscoring a new vision of hope and progress,” said Doug Sweeny, VP, Levi’s Brand Marketing.

“With Norte a Sur, we’re turning that energy into something tangible by engaging in ‘real work’ and celebrating the individuals who are paving the way for a better tomorrow in cities along the Pan-American Highway.”

Norte a Sur travelers who are starting their journey this week include:

Antonio Estrada, a 22-year-old aspiring fashion designer born in Mazatlan, Mexico, moved to the U.S. when he was just three years old. A resident of San Diego, Calif.

Noelis Marquez, a 24-year-old art major with a passion for the creative world and anything to do with the arts; born in San Juan, Puerto Rico, she currently resides in State College, PA.

Pierre Martinez, a 23-year-old singer/song writer with a love for Reggaeton, born in Puerto Rico, he currently resides in Orlando, Fla.

Diana Rojas, a 23-year-old journalist who loves to travel and learn about various cultures. Born in Colombia, she currently resides in Dallas, Texas.

Zachary Popovsky, a 20-year-old established photographer and filmmaker, of Mexican descent, he resides in Venice Beach, Calif.

Levi’s Work Wear collection will be an organic part of the Norte a Sur program. Norte a Sur’s five bilingual and bicultural travelers will wear key pieces from the Work Wear collection throughout their journey while they explore style/fashion, art/design, and musical influences in each of the cities they visit.

RMN News

Rakesh Raman