Levi's® new "Go Forth" attack portrays the beat spirit of America and the optimistic angle for bigger times ahead. The attack reflects Levi's® affluent American ancestry and its achievement to reignite such advanced spirit in the face of today's boxy times. In anniversary of the aboriginal American pioneers, "Go Forth" launches on July 4th in cinemas and again hits TV, print, stores, out-of-home and the amusing web throughout the summer. The "Go Forth" attack includes an alternate call-to-action at www.levis.com/goforth, area humans are arrive to add their articulation to a new acknowledgment and allotment belief and images of today's America. It was aggressive by the words of the abundant American poet, Walt Whitman, who was bagged with America's active spirit and absolute possibilities, behindhand of boxy challenges. 'Go Forth' is added than a campaign, it is a arctic brilliant for the brand. The attack takes the raw, tough, and always optimistic spirit that fabricated the Levi's® casting abundant and brings it to activity as a blaring alarm for this generation Levi's® has a affluent history, steeped in American adeptness and bravery. We capital this attack to pay admiration to that heritage, but aswell to brace and reinvent the abstraction of a beat spirit for the times in which we live Walt Whitman's best autograph consistently approved means to face the adversity, bad times, and adversity about him and to acquisition achievement in the future Whitman acclaimed a admiration for a approaching complete on adequation and freedom, a approaching area America's daughters were according with America's sons, area the nation's laws would be accordant with the autonomous laws of nature, area abandon and adulation were adequate by America's laws. strike up for the new world this country was not complete by men in suits will plan for bigger times
San Francisco, CA -- The Levi's® casting appear today the barrage of "Go Forth," the awful advancing casting attack conceptualized in affiliation with Wieden+Kennedy Portland (W+K). "Go Forth" - a attack abiding in America's raw, beat spirit - is the aboriginal plan complete out of the accord amid W+K and the Levi's® brand.
The attack positions the Levi's® casting as the casting for antecedents who are in the action of architecture a new America. Their active optimism and beat activity are at the amount of Levi's® DNA and this overarching affair has been alloyed into every basic of the "Go Forth" campaign. Everything you see, from a cinema atom to a banderole ad, is abounding of energy, action and affront - created with a faculty of movement, abandon and optimism in mind. "Go Forth" reminds consumers that Levi's® jeans are the jean of self-reliance, harder work, and an independent, hopeful spirit.
"'Go Forth' is added than a campaign, it is a arctic brilliant for the brand. The attack takes the raw, tough, and always optimistic spirit that fabricated the Levi's® casting abundant and brings it to activity as a blaring alarm for this generation," said Doug Sweeny, Vice President of Levi's® casting marketing.
"Levi's® has a affluent history, steeped in American adeptness and bravery. We capital this attack to pay admiration to that heritage, but aswell to brace and reinvent the abstraction of a beat spirit for the times in which we live," said Susan Hoffman, Executive Creative Director of W+K.
In anniversary of the aboriginal accurate antecedents of our country, Levi's® "Go Forth" attack launches on July 4, 2009. The "Go Forth" mantra will amplitude above all key blow credibility for the brand, from artefact addition and retail acquaintance to added acceptable bartering outlets such as TV, cinema, print, OOH and digital. Campaign elements will ability above North America from the top of Canada to the basal of Chile.
Two annoying TV and cinema spots are at the beginning of the "Go Forth" attack launch. The spots affection the abstracted spirit and acclaimed works of the abundant American artist Walt Whitman. Walt Whitman was bagged with America and with its absolute possibilities. Like the Levi's® brand, Walt Whitman stands for the autonomous ability of absolute humans - the assured adolescent men and women who accomplish this country a bigger place.
"Walt Whitman's best autograph consistently approved means to face the adversity, bad times, and adversity about him and to acquisition achievement in the future," said Ed Folsom, Co-Director of the Walt Whitman Archive and capital Walt Whitman expert. "Whitman acclaimed a admiration for a approaching complete on adequation and freedom, a approaching area America's daughters were according with America's sons, area the nation's laws would be accordant with the autonomous laws of nature, area abandon and adulation were adequate by America's laws."
The aboriginal ad, advantaged "America," is set to what experts accept is Walt Whitman's aboriginal recording of his composition "America." It appearance assorted images of American landscapes and agitating portraits of the humans who accomplish this country what it is. The bulletin is one of self-reliance, resilience, advance and hope. The additional spot, "O Pioneer!" set to air after in the campaign, is a afterpiece attending at the beat adolescence ability of America.
The spots were directed by two renowned, advancing adolescent admiral - Cary Fukunaga ("America") and M Blash ("O Pioneer!"). Fukunaga afresh exploded into the spotlight at the 2009 Sundance Film Festival area he best up prizes for best administration and cinematography for his blur "Sin Nombre." "America" is Fukunaga's aboriginal attack into bartering plan and will air in the United States alpha in aboriginal July on cinema screens above the country. Later this fall, both "America" and "O Pioneer!" will aswell barrage on prime time TV and cable networks.
The adventurous and bright "Go Forth" book and alfresco attack was attempt by acclaimed columnist Ryan McGinley. The adumbration captures a faculty of active optimism and animation for a bigger tomorrow. McGinley's plan appearance breath adumbration of "Go Forthers" acutely affianced in across-the-board attributes scenes. Taglines such as "strike up for the new world," "this country was not complete by men in suits" and "will plan for bigger times" serve as an allurement to accompany in the adventure for a new and bigger world.
The book attack begins in July in publications alignment from sports, fashion, music and ability that ambition a adolescent macho demographic. Outdoor will run alpha in July in key adolescence markets including New York, Los Angeles, San Francisco and Chicago.
"Go Forth Expeditions," an alternate agenda program, aswell launches in aboriginal July and invites humans above the country to participate in the "Go Forth" movement. In the spirit of the campaign, these expeditions will be a alarm to the masses to see the apple differently, analyze the activity of their America and avant-garde in their thoughts and action. Additional data about "Go Forth Expeditions" will be appear after this month.
In the spirit of "Go Forth," the Levi's® casting will abide its animated abutment of beat contest like AIDS Walk and World AIDS Day as able-bodied as organizations that are affianced in the action adjoin AIDS. The Levi's® casting will consistently be a best for those who accept to "Go Forth" in whatever they do.
To appearance the abounding multimedia account release, amuse appointment http://www.levismedia.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's better branded accoutrement companies and the all-around baton in jeanswear, business its articles in added than 110 countries worldwide. The aggregation designs and markets jeans, accidental abrasion and accompanying accessories for men, women and accouchement beneath the Levi's®, Dockers® San Francisco and Signature by Levi Strauss & Co.™ brands. Levi Strauss & Co. appear budgetary 2008 net revenues of $4.4 billion. For added information, go to http://levistrauss.com.
The Levi's® casting epitomizes archetypal American appearance and effortless cool. Since their apparatus by Levi Strauss in 1873, Levi's® jeans accept become the a lot of apparent and apish accouterment in the apple - capturing the acuteness and adherence of humans for generations. Today, the Levi's® casting portfolio continues to advance through a adamant beat and avant-garde spirit that is unparalleled in the accoutrement industry. Our ambit of arch jeanswear and accessories are accessible in added than 110 countries, acceptance individuals about the apple to accurate their claimed style. For added advice about the Levi's® brand, its articles and stores, amuse appointment http://levi.com.
About Wieden+Kennedy
Wieden+Kennedy, founded in Portland, Oregon, in 1982, is an independent, abreast captivated all-embracing bartering agency with offices in Amsterdam, Delhi, London, New York, Portland, Shanghai and Tokyo. A full-service, creatively led communications company, Wieden+Kennedy has helped body some of the arch all-around brands, including Nike, ESPN, Honda, Levi's, Electronic Arts, P&G and Coca-Cola. www.wk.com.
CONTACT:
Erica Archambault
Levi's® Brand
(415) 350-2377
Jane Monaghan
Wieden+Kennedy
(503) 937-7539
Multimedia Release: Multimedia Content Attached
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