Titled “This is a pair of Levi’s”, 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 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.
We watch them as they button their jeans, tuck in their shirts, get on their bikes, and head out the door, all the while repeating the mantra “You’re gonna be great, you’re gonna be great, you’re gonna be great.”
They are teachers, they are musicians, they are interns and public servants, they are young but they are determined, and they believe in changing the world by getting up every day and living their life with purpose and intent.
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®.”
The caption is juxtaposed over unexpected pieces from the Collection, such as dresses and tops, to emphasize that the craftsmanship, innovation and style associated with the Levi’s® brand is embedded in every article of clothing.
The campaign also takes inspiration from the Levi’s® brand’s pioneering spirit. The taglines featured in the outdoor, digital and print advertising, such as “Cut with Grace,” and “Tailored for the Young and Hungry,” capture the dynamic potential of this generation and are meant to speak to the young leaders of the world who are pioneers in their own right.
The images in the creative feature the Levi’s® Fall/Winter 2012 collection and head-to-toe look in action, as captured by photographer Christian Weber. The print work also features a model found through a Levi’s® brand casting effort launched earlier this year to source new faces from around the world via the popular photo-sharing service Instagram. Using the #iamlevis hashtag, pioneers across the globe were encouraged to upload images of themselves, individuals who go forth every day with a sense of purpose.
The new 2012 Fall/Winter collection is made for those who get dressed each morning with purpose, with the intention and optimism to make a positive difference in the world.