This new global creative from Wieden+Kennedy, Portland, builds upon the 2009 and 2010 Levi’s “Go Forth” U.S. campaigns, paying homage to the brand’s heritage and celebrating today’s pioneers taking action to build a new and better future. The global platform serves as an invitation for people everywhere to come together to create a better world–it’s a catalyst for the belief that it’s up to each of us to make real change happen. Featuring Levi’s® Fall 2011 collection, the campaign carries the empowering statement, “Now is our time.”
The :60 commercial, titled “Levi’s Legacy,” stars real pioneering youth of Berlin to deliver a message of hope and empowerment. Directed by Ralf Schmerberg of @radical.media, the film features scenes of the German landscape from Berlin to the Baltic Sea and includes the poem “The Laughing Heart” by American poet, novelist and short story writer, Charles Bukowski. The print, digital and OOH was shot by photographers Jeff Luker and Randall Mesdon.
The campaign officially kicked off last month when Levi’s and Wieden+Kennedy Amsterdam collaborated with artist Alexandre Farto on a series of street murals in Berlin featuring the faces of locals who embodied the “Go Forth” spirit.
The new creative marks the first global advertising initiative for the brand and will span 24 countries across the Americas, Europe and Asia-Pacific regions. The 60-second film launched on Facebook yesterday and will run in cinema and on TV later this month.
The W+K creative ensemble included creative directors Tyler Whisnand and Eric Baldwin, creative director/art director Jeff Williams, copywriter Anthony Goldstein, art director Julia Blackburn, producer Sarah Shapiro, executive creative directors Mark Fitzloff and Susan Hoffman, and executive producer Ben Grylewicz.
“Levi’s Legacy” was edited by Joint‘s Tommy Harden who also served as sound designer. The DP was Daniel Gottschalk. Method Studios was the VFX studio. Music came from Search Party.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More