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.
Britt Nolan Named CCO For McCann Worldgroup, North America
Britt Nolan has been hired as chief creative officer at McCann Worldgroup, North America. He will report to Javier Campopiano, global chief creative officer of McCann Worldgroup and McCann.
Nolan will work directly with the network’s creative leadership in the U.S. and Canada to lead the development of ideas that solve clients’ business challenges, guided by the creativity of the network’s founding philosophy of “Truth Well Told.” Key to this effort will be fostering collaboration across capabilities and agencies, leveraging the network’s talent and expertise in strategy, design, commerce, branding and production to bring its best-in-class offerings to bear for each client.
“Britt is without a doubt a leader and a point of reference for excellence in our industry,” said Campopiano. “He has led some of North America’s very best work in recent years with incredible range--creating eye-catching, smart, authentic, and funny ways of connecting brands with people. He has a rare track record of success across both creative and business, with a unique understanding of how they power each other. And most importantly, we share a common belief that brand-building is right now more important than it ever was, and the only way to do it is through radical creativity based on human truths. He embodies the very essence of our Truth Well Told philosophy.”
Most recently president and chief creative officer of Leo Burnett Chicago, Nolan comes to McCann Worldgroup with a track record of creative achievement and business impact, both for his clients and the agencies at which he’s worked. Over the years, his work has won Grand Prix or Best in Show at every major international award show, including over 50 Cannes Lions, as well as recognition... Read More