Levi’s | Go Forth
Terça • 30 de Junho • 2009
A Levi’s acaba de lançar uma mega campanha voltada para os jovens, chamada “Go Forth”. O objetivo é fazer a marca se conectar com a chamada geração O (de Obama) nos EUA, e aproveitando a chegada das celebrações do 4 de Julho, no primeiro trabalho criado pela Wieden & Kennedy Portland desde que ganharam a conta da marca em terras americanas. De uma forma poética, as peças são inspiradas no grande poeta Walt Whitman, em seu clássico poema “America”, no qual o autor termina dizendo aos americanos: “go forth”. A idéia é fazer com que a marca de 150 anos de história ainda consiga mobilizar os jovens da nova geração, de uma forma patriota e otimista.
Através do website goforth.levi.com o internauta pode contar as suas histórias de uma “nova América”, além de conferir todas as peças da campanha, baixar um mp3 do poema de Whitman, ver o comercial da campanha e ainda concorrer a prêmios. O responsável pela direção da campanha é Ryan McGinley, o mesmo fotografo que ganhou GP em Cannes pela campanha “We are animals”, da Wrangler (veja aqui).
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