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Brief Published: 18 Jul 2011

Levi’s Go Forth Campaign


Launched by the spirited Wieden + Kennedy advertising agency, denim brand Levi’s Go Forth campaign is its first global initiative with a life-affirming message for its customers.

Go Forth pays homage to Levi heritage as an American denim brand by plugging its rough n’ ready aesthetic with spirit-lifting slogans such as ‘all I need is all I got’, ‘I am the new American pioneer’ and ‘Apathy is death, so I strike up a new world!’

Market research undertaken by the brand suggested that today’s youth is looking for a way to make the world a better place. Robert Hanson, global president of Levis, explains: “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."

Launching in early August, the campaign will encompass cinema spots, print, TV, and digital and outdoor advertising, and will feature in 24 countries across Europe, the Americas and Asia.