Wieden & Kennedy Portland have just launched their latest work for Levi’s and I’m impressed, I think it will definitely strike a chord with American youth. American youth want to be proud of being American for a change, and this campaign helps them do that. I worked a little on the brand at my time at BBH New York and I’m happy to see the brand stand for something ‘bigger’ than just sex appeal and make their heritage mean something. The campaign has been designed to connect the 150-year-old brand with the youth of today, tapping into the fact that this generation is patriotic about the US and optimistic about life.
Doug Sweeny, vice-president for Levi’s brand marketing, said of the young Americans at whom the campaign is aimed: “They’re realists — they understand the challenge. They’re optimistic about the future, they can project forward. We found that really powerful and tried to evoke it in the campaign.” So, they’re talking to Generation Optimism or Generation Obama (as we like to call it) who want change, and levi’s is the quintessential American brand who can help reflect a new brighter future for youth. I think this campaign is culturally relevant in todays environment when youth are searching for something/peopel to believe in. I especially like the manifesto piece which sets the tone for this new brand belief. Will be interesting to see how global youth react to it in other Western cultures, but I think the thought of ‘Go Forth’ is globally relevant despite its obvious US history connotations. Well Done Levi’s.