Leviâ€™s® Brand Campaign 2012
"This is a pair of Leviâ€™s®"
The Leviâ€™s® brand (www.levi.com) unveiled its 2012 Go Forth™ global marketing campaign. The spotlight of this yearâ€™s marketing initiative is the Leviâ€™s® brandâ€™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 brandâ€™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 Leviâ€™s®." The centerpiece of the campaign is a 60-second film directed by Lance Acord that depicts individuals putting on their Leviâ€™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 "Youâ€™re gonna be great, youâ€™re gonna be great, youâ€™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 youâ€™re wearing a pair of Leviâ€™s® jeans, anything is possible," said Mary Alderete, Global Vice President of Leviâ€™s® Brand Marketing. "This campaign is designed to ignite a new generation of pioneers to believe in the Leviâ€™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 Leviâ€™s® brand,â€ť said Len Peltier, Global Vice President of Creative for the Leviâ€™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 Leviâ€™s® brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement â€“ This is a pair of Leviâ€™s®."
The campaign also takes inspiration from the Leviâ€™s® brandâ€™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 Leviâ€™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 Leviâ€™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 itâ€™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 Leviâ€™s® designersâ€™ 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 brandâ€™s first iAd and the first-ever shoppable brand magazine on Flipboard.
Finally, in order to fuel conversations that celebrate Go Forth™ moments, the Leviâ€™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.