Jeans company Levi has launched its first global creative platform and global marketing campaign with the ‘Go Forth’ campaign.
‘Go Forth’ pays homage to the 138 years of heritage the company has, and was informed by research that showed that today’s youths think it is up to them to make the world a better place.
Robert Hanson, global president of the Levi's brand, said: "'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 marketing campaign will launch in early August, but attendees to the Bread & Butter event in Berlin this week will get a sneak peek.
It will encompass TV, cinema, print, digital and outdoor advertising, and will be shown in 24 countries across the Americas, Europe and Asia-Pacific regions, with the tagline ‘Now is our time’.
As part of the campaign, director Ralf Schmerberg created a 60-second short film featuring scenes of the German landscape from Berlin to the Baltic Sea, which intends to put across a message of hope and encouragement.