Levi’s Global ‘Go Forth’ Marketing Campaign

The Levi’s brand has introduced the first global creative platform and global marketing campaign in the brand’s 138-year history. ‘Go Forth,’ a rally cry to create positive change in the world, taps into modern consumer sentiment that these are not easy times, but they are our times – ‘Now is our time.’

“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 first manifestation of the new ‘Go Forth’ creative platform is the global integrated marketing campaign launching in early August.

Attendees of Europe’s premier 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 beyond.

The global campaign will cover 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, says the company. Featuring Levi’s Fall 2011 collection, the creative platform carries the empowering statement, “Now is our time.”

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 ‘Go Forth’ global campaign was created in partnership with Wieden+Kennedy, Portland, Oregon.

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Rakesh Raman