The Levi’s brand unveiled its 2012 Go Forth global marketing campaign which this time around is titled “This is a pair of Levi’s.” Centerpiece of the campaign–out of Wieden+Kennedy, Portland, Ore., is “Threads,” a :60 directed and shot by Lance Acord of Park Pictures that depicts individuals from diverse walks of life putting on their Levi’s in the morning and preparing to face the day. We watch them as they button their jeans, tuck in their shirts, get on their bikes, and head out the door, all the while repeating our mantra “you’re gonna be great, you’re gonna be great, you’re gonna be great.”
The spotlight of the campaign is the Levi’s® brand’s new Fall/Winter 2012 global collection, which features a refined and tailored look made for those who get dressed each morning with purpose.
The creative went live today on Levi.com and Levi’s YouTube channel. In the U.S., the spot will also run on television beginning mid August and in cinema on nearly 8,000 screens beginning Sept 28.
The W+K creative ensemble included creative directors Tyler Whisnand, Eric Baldwin and Don Shelford, copywriter Erin Swanson, art directors Jimm Lasser and Monica Nelson, producers Sarah Shapiro and Kirsten Acheson, executive creative directors Mark Fitzloff and Susan Hoffman, executive producer Ben Grylewicz and strategic planner Andy Lindblade.
Jackie Kelman Bisbee and Mary Ann Marino exec produced for Park Pictures. Caroline Kousidinis was line producer.
Tommy Harden of Joint edited and served as sound designer on “Thread.”
VFX house was A52.
Audio post mixer was Jeff Payne of Eleven.
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