Global 'Go Forth' Campaign Serves as a Rally Cry to Create
Positive Change in the World
Today, the Levi's(R) brand (http://www.levi.com) introduced the first
global creative platform and global marketing campaign in the brand's
138-year history. 'Go Forth,' a rally cry to create positive change in the
world today, taps into modern consumer sentiment that these are not easy
times, but they are our times - 'Now is our time.'
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Throughout the Levi's(R) brand's history- from the youth cultural
rebellion of the 50s and 60s, to the information technology revolution of
the new millennium - Levi's(R) jeans have been the uniform of progress. 'Go
Forth' pays homage to the brand's heritage and celebrates today's pioneers
who are taking action to build a new and better future. The new global
platform builds upon the brand's successful 2009 and 2010 U.S. marketing
campaigns and was informed by research from around the world that shows that
the youth of today believe it is up to them to make the world a better
"Youthful optimism and energy are at the core of our DNA and this
overarching theme resonates with people around the world," said Robert
Hanson, global president of the Levi's(R) brand. "'Go Forth' is more than a
marketing idea. It is also a rally cry; because now, more than ever, the
world needs people with a pioneering spirit who still believe that anything
is possible. For youth today, optimism is power."
The introduction of a global creative platform is the culmination of
several years of rejuvenation for the Levi's(R) brand. In recent years, the
brand has introduced revolutionary innovations in its men's and women's
product lines and renewed the Levi's(R) retail store experience in an effort
to engage a new generation of Levi's(R) customers.
The first manifestation of the new 'Go Forth' creative platform is the
global integrated marketing campaign launching in early August. Attendees of
Europe's premier apparel industry event, Bread & Butter, will get a sneak
peek this week as 'Go Forth' comes to life on the streets of Berlin. Later
this year, consumers around the globe can get directly involved in
pioneering positive change through a Levi's(R) 'Go Forth' digital engagement
program supporting global sustainability efforts. The 'Go Forth' tenets will
also inspire the development of Levi's(R) global product lines for 2012 and
Levi's(R) 'Go Forth'2011 Global Brand Marketing Campaign
The global campaign will come to life through TV, cinema, print, digital
and outdoor. The new creative will span 24 countries across the Americas,
Europe and Asia-Pacific regions. The campaign serves as an invitation for
people around the globe to come together to create a better world - it's a
catalyst for the belief that it's up to each of us to make real change
happen. Featuring Levi's(R) Fall 2011 collection, the creative platform
carries the empowering statement, "Now is our time."
"No matter where you are in the world, youthful spirit and pioneering
energy are themes that resonate," noted Rebecca Van Dyck, global CMO for the
Levi's(R) brand. "For over a century, men and women have done amazing things
in their Levi's(R) jeans. Our brand has always been a catalyst for change.
We want customers to leave our stores not just wearing Levi's(R) jeans, but
feeling inspired, empowered and determined to create a better world."
To bring the "Now is our time" sentiment to life, the Levi's(R) brand
tapped renowned director Ralf Schmerberg to create a 60-second short film
featuring scenes of the German landscape from Berlin to the Baltic Sea - and
the real pioneering youthof Berlin to deliver a message of hope and
empowerment. The spot features the poem "The Laughing Heart" by American
poet, novelist and short story writer, Charles Bukowski.
The print, digital and outdoor advertising features Levi's(R) jeans in
action as captured by photographers Jeff Luker and Randall Mesdon. The
Levi's(R) 'Go Forth' global campaign was created in partnership with
Wieden+Kennedy, Portland, Oregon.
"Go Forth is a platform we are committed to for the long term," added
Van Dyck. "Consumers will see it grow and evolve from season to season and
year to year, yet it will remain true to its core message of optimism and a
Levi's(R) Fall 2011 Collection
The 'Go Forth' feeling of optimism and youthful energy extends through
Levi's(R) Fall 2011 collection, available in stores in late summer.
Celebrating exceptional craftsmanship, attention to detail and innovation in
fits, finishes and fabrics, the collection is the embodiment of American
style and includes looks that range from rugged to refined to rebellious.
Key fits for men include a range of silhouettes from slim and skinny to
straight and tapered. The collection looks at finishing through a
sustainable filter and explores innovations that build on the Water<Less(TM)
finish concept introduced by the Levi's(R) brand in January 2011. Additional
production techniques used to improve shape and create refined looks for
Fall 2011 include dry stonewashing, hand scraping and combining resins and
The Fall 2011 women's line will expand on the revolutionary Levi's(R)
Curve ID fit system which was introduced in Fall 2010. The system is based
on a woman's shape, not size and is offered in Slight, Demi, Bold and
Supreme Curve fits. The collection will feature a wide variety of innovative
finishes ranging from rich dark shades of indigo and black to authentically
crafted and worn looks. Finishes will be offered in both our Classic and
Modern rise as well as a variety of leg openings.
ABOUT THE LEVI'S(R) BRAND
The Levi's(R) brand epitomizes classic American style and effortless
cool. Since their invention by Levi Strauss & Co. in 1873, Levi's(R) 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(R) brand portfolio continues to evolve through a relentless
pioneering and innovative spirit that is unparalleled in the apparel
industry. Our range of leading jeanswear and accessories are available in
more than 110 countries, allowing individuals around the world to express
their personal style. For more information about the Levi's(R) brand, its
products and stores, please visit levi.com.
SOURCE: Levi Strauss & Co.
CONTACT: Ibby Clifford
NOTE TO EDITORS: To learn more about the Go Forth campaign check out the
digital press kit for creative assets and more information. Log-in details are