Levi’s^® Brand Campaign 2012

"This is a pair of Levi’s®"
The Levi’s® brand (www.levi.com) unveiled its 2012 Go Forth™ global marketing campaign. The spotlight of this year’s marketing initiative is the Levi’s® brand’s new Fall/Winter 2012 global collection, which features a refined and tailored look made for those who get dressed each morning with purpose. 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 Go Forth™ campaign was informed by worldwide research that shows the youth of today believe it is up to them to make a positive difference in the world.

The 2012 campaign is titled "This is a pair of Levi’s®." 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.

"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’re wearing a pair of Levi’s® jeans, anything is possible," said Mary Alderete, Global Vice President of Levi’s® Brand Marketing. "This campaign is designed to ignite a new generation of pioneers to believe in the Levi’s® brand as much as we believe in them."

"Go Forth™ continues to be a strong platform that embodies the pioneering spirit and intrinsic values of the Levi’s® brand,” said Len Peltier, Global Vice President of Creative for the Levi’s® brand. "From a creative approach, we wanted to be culturally relevant while also making the product more central to the brand narrative. Our intent is to disrupt what people think they know about the Levi’s® brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement – This is a pair of Levi’s®."

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.

In addition to traditional media channels, the campaign will come to life in digital environments where consumers are already looking for inspiration or entertainment.

With an online Lookbook as its centerpiece, consumers can immerse themselves in the Fall collection in a playful way by engaging with each product story. Whether it’s spinning a model around to examine her free-flowing dress or putting a cyclist through his paces to test the mobility of the Levi® Commuter Series, the Lookbook breathes life and energy into the line. The Levi’s® designers’ stories are neatly woven throughout,with exclusive videos that explain their vision behind each product. The Lookbook can be found on Levi.com beginning August 20th.

Consumers can also engage in mobile experiences that bring the product stories to life, including the brand’s first iAd and the first-ever shoppable brand magazine on Flipboard.

Finally, in order to fuel conversations that celebrate Go Forth™ moments, the Levi’s® brand will be asking consumers to share the acts they engage in each day to make the world a better place. The conversation will begin through #goforth starting September 1.

The Levi’s^® Brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.
From quintessential classics, such as the famous Levi’s® 501® Original jean, to favorite fits and styles in our Red Tab™ and premium collections, the Levi’s® portfolio offers a wide range of products with innovative fits, fabrics and finishes.
The Levi’s® brand range of leading jeanswear and accessories is available in more than 110 countries, allowing individuals around the world to express their personal style.

Levi’s® Brand Collections
The Levi’s® brand encompasses a variety of collections that meet the needs of denim-wearers around the globe. These collections include the following:

Levi’s® Red Tab™:
The core of the Levi’s® brand, offering a wide range of innovative and market-leading fits, fabrics and finishes in true Levi’s® style.

Levi’s® Vintage Clothing:
As the "heart and soul" of the Levi’s® brand, Levi’s® Vintage Clothing keeps the history of Levi’s® denim alive. Famous historical originals from the Levi’s® Archives in San Francisco dating back to the late 1870s are faithfully reincarnated in this limited edition range.

Levi’s® Made & Crafted™:
The Levi’s® Made and Crafted™ product range is a tactile offering which draws its inspiration from the growing demand for timeless, versatile clothing with a firm commitment to quality and craftsmanship. Offering an indispensable, everyday wardrobe for both men and women, Levi’s® Made and Crafted™ represents a new step forward in defining Levi’s® sense of modernity.

For more information about the Levi’s® brand, its products and stores, please visit www.levi.com.

Levi’s® Fall/Winter 2012

For Fall/Winter 2012, the Levi’s® brand will launch its first ever global collection. Developed by the brand’s San Francisco-based in-house design team, the collection will offer classic, yet contemporary head-to-toe looks with a focus on refined styles, detailing and tailored perfection.

Made with pronounced vigor and purpose while remaining true to the authenticity and craftsmanship that the brand is so well known for, the collection is inspired by the ocean, coastal communities and their associated handcrafted traditions. The color palette ranges from earthy, muted tones of gray, blue, green and maroon in the men’s line to deep blues and hints of red and pink for women. Fabrics include rich knitwear, brushed twills, coated chambrays, refined fleeces and bonded cotton outerwear, and are embellished with unexpected refinements and hand-tailoring techniques like single-needle stitching. Finishes this season are a combination of beautiful indigo and sulphur shades with a cloudy underwater feel, and darker coatings with a natural shine that create a clean, modern and flat style. The use of recycled fabrics and sustainable finishes also continues to play a prominent role in the collection.

Men's
For men the key look this season is driven by sharp, clean aesthetics with a refined and premium feel. This look is strongly characterized through tapered fits, which are a key trend. The Levi’s® brand is introducing three new tapered jeans fits - the 508™ (regular tapered), 520™ (extreme tapered) and 562™ (loose tapered with a more relaxed fit) - offering a great flattering fit that sits just below the waist, is slouchy on the top and has a slim tailored leg. As part of this refined, tapered look, two new five-pocket jeans styles with a strong focus on sharp, clean minimalism are also being introduced. The first combines details such as a sueded patch and large metal trims with irregular single needle stitching for a sophisticated look, while the second is all about bold indigo finishes, an oversized spade pocket, raised V-notch waistband, double single needle stitching and busted open seams.

Women's
In women’s, the Levi’s® brand has reinvented the boot cut. Giving the fit a much needed update, this season will see the launch of the Skinny Boot – a sexy, modern skinny fit making you forever think differently about the boot cut. Designed using Levi’s® Curve ID, our revolutionary fit system that celebrates a woman’s shape not size, the Skinny Boot will come in a variety of meticulously crafted finishes, sparing no detail: from darted style, refined piping to a legging that kicks over the shoe. This is definitely not your mother’s boot cut denim.
In tops, the emphasis is on tailored feminine pieces with modern cuts and multi-layering. Sweaters, outerwear, great tees and shirts have been embellished with refinements such as lace details, soft fabrications and sumptuous colors. The strong quintessential feminine focus is also prominently featured across the Levi’s® brand’s new collection of dresses, with the introduction of five new denim dresses and a number of other great designs in a variety of fabrics including a knit and sweater dress.

Footwear
In men’s footwear moccasin styles have been blended with worker boots and brogue detailed leathers – there is even a street style version - for a refined look. Some shoes feature green and blue stitching to match the Levi’s® clothing collection palette. These shades have also been extended to the new suede desert boot line, which come in low and high uppers.

For women, key styles for this season include a line of winter fur-lined heels in lightly brushed leather. For a more polished look, feminine flat brogues are must haves combining waxed leather with row edge fringes and canvas to create a vintage feel. Finally, the Levi’s® brand is introducing a line of soft suede boots in a variety of leg heights and heels in shades of gray with leather buckle details, that are the perfect way to finish off any jeans look.