Levi’s launches first global marketing campaign

Levi’s has unveiled “Go Forth”, its first ever global marketing campaign to emphasise the “youthful optimism and energy” at the heart of its brand.

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The denim brand says Go Forth has been designed as a “rally cry to create positive change” adding that it taps into modern consumer sentiment.

The first activity under the global Go Forth platform will launch in August and will include a digital engagement programme to encourage consumers to get involved in global sustainability initiatives.

It will also include TV, cinema, print, digital and outdoor activity in 24 countries across the Americas, Europe and Asia-Pacific regions, developed in partnership with Wieden+Kennedy, Portland, Oregon.

The creative principles of Go Forth are also expected to inspire and influence future product development.

The global initiative follows the launch of Levi’s Waterless jeans earlier this year, which is part of the brand’s efforts to reduce the environmental impact of its products by using new manufacturing techniques.

Robert Handsen, global president of the Levi’s brand, says: “Youthful optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world. 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.”

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