Levi’s
GO FORTH
Weaving youth culture into the evolving story of America
Insight
Levi’s had lost it’s way. It had allowed itself to be dictated to by the jeans as fashion crowd and had been playing catch-up ever sense. At the same time, the country was mired in a recession and youth culture was waking up to the fact that they were inheriting a country with a broken sprit. Go Forth isn’t about the jeans. It’s about what’s inside the person wearing them.
Case Study
W+K created the original Go Forth campaign. Our role was to deliver the digital point-of-view. Based on our insight, we crafted a integrated program that celebrated the pioneering spirit of youth culture by telling their stories. We shined a light on their projects and dreams and through it, helped re-ground and re-connect Levi’s to its heritage and it’s relevance.
This case study talks about the overall effort and provides results.
I was the overall strategy lead and worked on the Levi’s business for 5 years.
We created a first of its kind content program for Levi’s by sending a photographer and filmmaker across the country for 30 days to capture the stories of America as it is, through the voices of its youth. We then produced daily content and shared these stories across all Levi’s owned channels as well as a paid media campaign.
