A pair of Levi's gets you through the day, apparently. Go forth in Levi's.
Just over a year ago, Levi-Strauss began working hard to make itself a global brand. It had just hired Rebeccaa Van Dyck as global chief marketing officer to help revive the Levi’s brand. She had previously spearhead Nike's Just Do It campaign and Apple's iPhone triumphs.
A global advertising campaign was created to expand its 2009 Go Forth campaign with the tag line, “Now is our time.” The first worldwide Go Forth commercial launched with 19 language versions and the brand became the most liked denim brand on Facebook within a week of its 60 second Levi's Legacy video at the same time.
Wieden + Kennedy Portland's most recent Go Forth commercial is a stylish Lance Acord directed spot through Park Pictures. It's a montage of people putting on their Levi's in the morning and preparing to face the day. 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 represent all people - teachers, musicians, interns and public servants. They are all young. They are all determined.
The print elements of the campaign features tag lines like, "Cut with Grace", and, "Tailored for the Young and Hungry", with photographs by Christian Weber. The work also features a model who was found through the brand's Instagram-based casting effort launched earlier this year.
There are whispers that the 90 second Go Forth spot shot by Aussie film maker, John Hillcoat (he also directed The Road) in 2010, is still top of the pops.
Executive creative directors on Go Forth 2012 are Mark Fitzloff, and Susan Hoffman. Creative directors are Tyler Whisnand, Eric Baldwin and Don Shelford.
Oh, and...10 months after joining Levi's, Van Dyck moved to Facebook to become its first chief marketing officer. Go forth, Rebecca.