09.01.09

Levi's Go Forth print ads

Print Ads, Consumer

Walt Whitman, America's poet, was an optimist at a time when it was easier to be a pessimist. He lived through the Civil War, one of the darkest periods in American history, and drew strength from the struggle. He saw the potential for greatness that lies in each of us, to flourish in our personal search and build our brave vision of this country.

Wieden+Kennedy's Go Forth campaign for Levi’s® aims to share his words with today’s generation as a small ray of hope. As conveyed by all communications in outdoor, print, TV, online, and ultimately, retail, wearing a pair of Levi’s jeans is once again a statement to uncompromised ideals, self-reliance, hard work, and hope—the tough and eternally optimistic spirit that made this brand, and this country, great. In print, the Go Forth campaign captures the spirit of young American pioneers and aims to make the viewer feel alive. The messages provide honest inspiration; something to remind us how the individual is heroic, resilient, strong, and capable of anything. There is nothing precious about a pair of Levi’s jeans and the print campaign shows wearers how to get their jeans dirty and experience life.

W+K Five, art director/writer; Tyler Whisnand/Danielle Flagg, creative directors; Mark Fitzloff/Susan Hoffman, executive creative directors; Ryan McGinley, photographer; Kyle Pero, retoucher; Azsa West, typographer/typeface designer; Jane Monaghan, project manager; Diana Gonzalex, account team; Natalie Flemming, art buyer; Douglas Sweeny, client contact.

www.wk.comgoforth.levi.com/n ...