Levi’s, which is encouraging the whole world to ‘Go Forth’ with its global campaign, now has made a new big step to promote pioneering spirit on all the continents. The brand, which is committed to inspiring younger generation to create positive social, cultural and ecological changes in the world, is presenting its new film, the ‘Levi’s Legacy’ 60-second spot, which is the first international video of the promotion. The spot, which first premiered on the brand’s Facebook page, will be screened at cinemas on Friday and then will be aired on TV later in August, according to the press release.
«Now, more than ever, the world needs inspiration. The world needs people with a pioneering spirit who still believe that anything is possible. Our 60-second ‘Go Forth’ film and digital engagement program recognize people around the globe who are stepping forward to transform the world. Through Facebook, we hope to inspire people to join us in supporting the important work of today’s pioneers,» commented Becca Van Dyck, global chief marketing officer of the Levi’s brand.
The spot, which was shot by Berlin-based director Ralf Schmerberg, is all about young people in the Levi’s jeans, who are “expressing their hopes and dreams for a better world in meaningful ways” to the poem ‘The Laughing Heart,’ by Charles Bukowski. To make the film, which is centered on the ‘Now is Our Time’ theme, the production team embarked on a journey from Berlin to the Baltic Sea—in spring, they issued a call inviting people to star in the upcoming “urban, poetic, free, natural and even surreal.”
In addition to this artistic component, Levi’s has also launched a new round of its social initiative, which is focused on engaging people in the movement to support Water.org’s safe drinking water projects. The brand is now encouraging its fans on Facebook to help provide clean water to up to 8,000 people in developing countries. To promote the initiative and reach more people, Levi’s will be using both Facebook advertising and Sponsored Stories, which will be rolling out in 24 countries—with the help of these advertising tools, the brand is planning to generate 100,000 pledges on Facebook.
«We are thrilled that Levi’s has chosen to harness the power that brands can have on Facebook by using our platform to premiere their first-ever global advertising campaign. Not only are they sharing this content on a global scale with people on Facebook first, but they are creating a place where fans can share stories with an ultimate goal of effecting positive change in the world,» said Carolyn Everson, vice president of global marketing solutions at Facebook.
