Levi’s new brand global marketing campaign
The new global marketing initiative from Levi’s® (from American Levi Strauss) is under the motto 2012 Go ForthTM and will run for the new Fall/Winter 2012 global collection featuring a refined and tailored look made for those who get dressed each morning with a purpose. It is the latest chapter in the brand’s signature Go ForthTM creative platform having been launched first in North America in 2009 and then globally expanded in 2011. The campaign was based on worldwide research showing the youth of today believe it is up to them to make a positive difference in the world
The 202 campaign is titled “This is a pair of Levi’s® and the centre piece is a 60 second film directed by Lance Acord that depicts individual putting on their Levi’s® jeans in the morning and preparing to face the day. One can 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 “Your are going to be great, you are going to be great…They are teachers, musicians, interns and public servants, they are young, determined, and they believe in changing the world by getting up every day and living their life with purpose and intent.
Mary Alderet, Global Vice President of Levi’s® Brand Marketing states: “AS the original jeans brand, we work hard to not just design clothing, but to design clothing that somehow inspires and empowers millions of people to pursue their passion, whatever it is, with an intuitive sense that, if you are wearing a pair of Levi’s® jeans, anything is possible. The campaign is designed to ignite a new generation of pioneers to believe in the Levi’s® brand as much as we believe in them”.
The campaign will come to life through a series of TV, print, digital and outdoor advertising in markets around the world and with the caption “This is a pair of Levi’s®” and it is juxtaposed over unexpected pieces from the collection, such as dresses, and tops, to emphasise that the craftsmanship, innovation and style associated with the Levi’s(r) brand is embedded in every article of clothing.
The Go ForthTM is a strong platform that embodies the pioneering spirit and intrinsic values of the brand and through the creative approach the brand wanted to be culturally relevant while also making the product more central to the brand narrative. According to Len Peltier, Global Vice President of Creative for the Levi’s® brand, the intent is to disrupt what people think they know about our brand and redefine that with unexpected product stories and a more refined styling point of view and each story is a confident statement “This is a pair of Levi’s®”. The taglines take inspiration from the pioneering Levi’s ® spirit and are featured in the outdoor, digital and print advertising, such as “Cut with Grace” and “Tailored for the Young and Hungry” and is to capture the dynamic potential of this generation and are to speak to the young leaders of the world who are pioneers in their own right. The campaign was created in partnership with Wieden+Kennedy, Portland, Oregon (USA). The digital execution was led by Wunderman, New York and the media strategy across all platforms was developed and activated by OMD, Los Angeles. There is a men’s and a women’s collection and in addition the Bootcut Skinny collection, a new feminine tailored dress line with several new denim and non-denim dress styles in a variety of fabrications, including light, effortless knits, cotton-linen, soft chambrays and a sustainable, coated Lyocell fabric.