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PRESS RELEASES
The Levi’s® Brand Premieres ‘Go Forth’ 60-Second Film and Online Social Challenge on Facebook to Support Pioneers Worldwide
SAN FRANCISCO (August 8, 2011) – The Levi’s® brand today premiered “Levi’s® Legacy,” its first-ever global ‘Go Forth’ advertising spot, and unveiled a digital engagement program celebrating pioneers around the globe. Launching exclusively on Facebook, the 60-second film and digital program tap into the power of the interconnected global community to spark change and create positive action unrestricted by geographic barriers.
The premiere of “Levi’s® Legacy” will reach nearly 325 million people worldwide on Facebook before appearing on movie screens in many countries around the globe beginning August 12 and on TV later this month. Through Facebook and Levi.com, Levi’s® fans and viewers will be encouraged to support the spirit and influence of today’s modern pioneers who are working to create a better world.
"Now, more than ever, the world needs inspiration. The world needs people with a pioneering spirit who still believe that anything is possible. Our 60-second ‘Go Forth’ film and digital engagement program recognize people around the globe who are stepping forward to transform the world," said Becca Van Dyck, global chief marketing officer of the Levi’s®brand. "Through Facebook, we hope to inspire people to join us in supporting the important work of today’s pioneers.”
Initially the ‘Go Forth’ digital engagement program features an online social challenge that highlights Water.org, a non-profit organization committed to providing safe drinking water and sanitation to people in developing countries. Levi’s®fans and Facebook users around the world are invited to join the Levi’s®brand in supporting the efforts of Water.org by making an online pledge that will help bring clean water to up to 8,000 people – for life.
To help ensure fans’ messages on Facebook are seen by their friends, Levi’s® will use a mix of Facebook advertising and Sponsored Stories that will appear in 24 countries. Sponsored Stories is the latest Facebook marketing tool that allows brands to amplify a fan’s message, ensuring that friends see the message by calling it out on the right side of the page.
“We are thrilled that Levi's® has chosen to harness the power that brands can have on Facebook by using our platform to premiere their first-ever global advertising campaign. Not only are they sharing this content on a global scale with people on Facebook first, but they are creating a place where fans can share stories with an ultimate goal of effecting positive change in the world," said Carolyn Everson, vice president of global marketing solutions at Facebook.
‘Go Forth’ Online Social Challenge
At launch, the Levi’s®brand will enable people the world over to support pioneers by introducing the work of Water.org. Water.org, which was co-founded by Matt Damon and Gary White, has worked with local partner organizations for more than 20 years to deliver community-led, sustainable water and sanitation services to people living in poverty who are struggling to survive the global water crisis. Through Facebook, people can pledge their support for the cause and share their intentions with friends around the world. Levi’s®goal is to reach 100,000 pledges on Facebook – and reaching this goal will help bring clean water to up to 8,000 people – for life.
Shining a global spotlight on the work of Water.org is a continuation of the long-standing commitment of the Levi’s®brand to raise awareness for global water issues and reduce wasteful water usage. As part of this commitment, in several global marketsthe Levi’s®brand recently introduced Water<Less™ jeans, an innovative collection of denim made by using less water during the finishing process.
Throughout the season, the Levi’s®brand will provide a platform on Facebook for fans to show their support of additional inspiring pioneers and change agents around the world. By harnessing the power of its global fan base, the Levi’s® brand hopes to raise awareness and support for a diverse range of pioneers around the globe who embody the ideals of the Levi’s® brand.
“Levi’s® Legacy”
Filmed by Berlin-based director Ralf Schmerberg, the 60-second film titled “Levi’s®Legacy” is an emotional journey into the lives of young people expressing their hopes and dreams for a better world in meaningful ways. The film demonstrates how the next generation is seizing the day to create positive change through passionate scenes of pioneering youth captured throughout Germany – from Berlin to the Baltic Sea. Featuring the poem “The Laughing Heart,” by Charles Bukowski, the film delivers a message of hope and empowerment that underscores the theme “Now Is Our Time.” The film closes with the Levi’s® brand’s ultimate call to action: ‘Go Forth.’
The ‘Go Forth’ digital engagement program and 60-second film are extensions of Levi’s ®‘Go Forth’ global creative platform, which was unveiled in July. The integrated global ‘Go Forth’ campaign will appear in 24 countries and 19 languages and act as a rally cry to create positive change in the world today. The creative campaign was developed by Wieden+Kennedy and marks the first time the Levi’s® brand has delivered a singular creative platform to a global audience. The digital engagement program was created in partnership with Dachis Group.
To learn more about the campaign and to check out the 60-second film and digital engagement program go to:
www.wk.com/pr
username: levisbrand
password: goforth
To view the experience on Facebook go to:
http://on.fb.me/qZXT2h
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. 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. 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® brand, its products and stores, please visit www.levi.com.
About Water.org
Water.org is a non-profit organization whose founders have transformed hundreds of communities in Africa, South Asia, and Central America by providing access to safe water and sanitation. Founded by Matt Damon and Gary White, Water.org works with local partners to deliver innovative solutions for long-term success. Its microfinance-based WaterCredit Initiative is pioneering sustainable giving in the sector. Learn more and make a difference at www.water.org.
Facebook® is a registered trademark of Facebook Inc.
CONTACTS:
Alexa Rudin
Levi’s® Brand
(415) 501-7645
arudin@levi.com
Chip Scarinzi
Edelman for the Levi’s Brand
(415) 486-3221
chip.scarinzi@edelman.com
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The Levi's® Brand Reveals Its First-Ever Global Creative Platform
PDF Document:
global-go-forth-final.pdf
Publication Date:
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PRESS RELEASES
The Levi's® Brand Reveals Its First-Ever Global Creative Platform
SAN FRANCISCO (July 6, 2011) –
Today, the Levi’s® brand (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.’
Throughout the Levi’s® brand’s history— from the youth cultural rebellion of the 50s and 60s, to the information technology revolution of the new millennium — Levi’s® 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 place.
“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® 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® brand. In recent years, the brand has introduced revolutionary innovations in its men’s and women’s product lines and renewed the Levi’s® retail store experience in an effort to engage a new generation of Levi’s® 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® ‘Go Forth’ digital engagement program supporting global sustainability efforts. The ‘Go Forth’ tenets will also inspire the development of Levi’s® global product lines for 2012 and beyond.
Levi’s® ‘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® 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® brand. “For over a century, men and women have done amazing things in their Levi’s® jeans. Our brand has always been a catalyst for change. We want customers to leave our stores not just wearing Levi’s® 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® 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® jeans in action as captured by photographers Jeff Luker and Randall Mesdon. The Levi’s® ‘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 pioneering spirit.”
Levi’s®Fall 2011 Collection
The ‘Go Forth’ feeling of optimism and youthful energy extends through Levi’s® 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™ finish concept introduced by the Levi’s® 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 waxes.
The Fall 2011 women's line will expand on the revolutionary Levi’s® 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.
To learn more about the Go Forth campaign check out the digital press kitfor creative assets and more info. Log-in details are as follows: Www.wk.com/pr
Username: levisbrand
Password: goforth
ABOUT THE LEVI’S® BRAND
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. 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. 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® brand, its products and stores, please visit levi.com.
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The Levi's® Brand Reveals Its First-Ever Global Creative Platform
PDF Document:
levis-global-go-forth-release.pdf
Publication Date:
Wed, 2011-07-06
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