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.
DGA Feature Nominees: Audiard, Baker, Berger, Corbet and Mangold
The field of feature nominees for the Directors Guild of America (DGA) Awards spanning two categories is set. Nominated for the DGA honor for Outstanding Directorial Achievement in Theatrical Feature Film for 2024 are: Jacques Audiard for Emilia Pérez, Sean Baker for Anora, Edward Berger for Conclave, Brady Corbet for The Brutalist, and James Mangold for A Complete Unknown.
The DGA also revealed the nominees for the Michael Apted Award for Outstanding Directorial Achievement in First-Time Theatrical Feature Film. The first-time narrative feature directors are: Payal Kapadia for All We Imagine as Light, Megan Park for My Old Ass, RaMell Ross for Nickel Boys, Halfdan Ullman Tondel for Armand, and Sean Wang for Diddy.
“2024 has been a truly extraordinary year for storytelling--and today’s nominees have created audacious and unique films that expand the possibilities of cinematic excellence,” said DGA president Lesli Linka Glatter. “I am thrilled to congratulate all our nominated directors for their brilliant work, which is visionary, inspirational and speaks to the depth of the human experience. To be chosen by one’s peers is the true marker of outstanding directorial achievement and what makes these nominations so very special.”
The winners will be announced at the 77th Annual DGA Awards on Saturday, February 8.
Here’s a fuller rundown of the nominees in both DGA Award categories:
THEATRICAL FEATURE FILM
Outstanding Directorial Achievement in Theatrical Feature Film for 2024 (in alphabetical order):
JACQUES AUDIARD
Emilia Pérez
(Netflix)
SEAN... Read More