Levis - Go Forth

Levi’s has launched a new campaign, titled Go Forth, which draws on the brand's heritage as the quintessential American jeans.

The campaign will run across TV, print, and digital, its refresh and reinvent the idea of a pioneering spirit for the times in which we live. 

Levi’s pay homage to the pioneer spirit. It states ‘I am the new American pioneer, looking forward, never back. No longer content to wait for better times… I will work for better times. ‘Cause no one built this country in suits.’

How Innovative?

The Levi's brand has been incoherent in the last few years, having lost the strong position. Go Forth, the first campaign has tried to inject some of the sexiness previously associated with the brand by referencing its history.

This promotion campaign is launching around the world. This promotion is different from other promotion campaign. For example, H&M crossover with Jimmy Choo or invite Madonna to design a fashion line. However, Levi’s hold a global campaign in different city. The Go Forth TV commercials challenges their views on political and social values, Go Forth’s pioneers discover a new world by their own.

                                        Levis Store from Tsim Sha Tsui