Levi’s Go Forth Campaign “Now is Our Time”

The Levi’s brand introduced the first global campaign in the brand’s 138 years of history, “Go Forth - Now is Our Time” is now launching in 24 countries around the world.



The campaign tag line is “NOW IS OUR TIME.” It presents a message that anything can happen in our life, but no matter what happens, we should accept our time and keep a positive attitude. It’s a phrase representing positive feelings of those who try to move forward in their jeans. “GO FORTH” is Levi’s brand message. Through the message, Levi’s is transmitting the spirit to survive the modern world while reminding us the pioneers who carved out the frontier (New World) in jeans during the period of development and settlement of the American West.



Levi Strauss is running “Now is Your Time”, the latest instalment in the Go Forth advertising series, featuring “The Laughing Heart”, a poem by Charles Bukowski. The commercial, print ads and the website, goforth.levi.com, bring together glimpses of hopeful Berlin youth in an effort to inspire positive engagement with the future. The campaign, launched globally, is not yet running in the UK, due to the resemblance of some images to the current wave of riots in British cities.

The Laughing Heart

Your life is your life
don’t let it be clubbed into dank submission.
Be on the watch.
There are ways out.
There is a light somewhere.
It may not be much light but
it beats the darkness.
Be on the watch.
The gods will offer you chances.
Know them.
Take them.
You can’t beat death but
you can beat death in life, sometimes.
And the more often you learn to do it,
the more light there will be.
Your life is your life.
Know it while you have it.
You are marvelous
the gods wait to delight
in you.

Credits

The Go Forth campaign was developed at Wieden+Kennedy by executive creative directors Mark Fitzloff and Susan Hoffman, creative director Tyler Whisnand, creative director/art director Jeff Williams, creative director Eric Baldwin, copywriter Antony Goldstein, art director Julia Blackburn, producer Sarah Shapiro, agency executive producer Ben Grylewicz, with writer Charles Bukowski.
Filming was shot by director Ralf Schmerberg at Radical Media by executive producer Donna Portaro, director of photography Daniel Gottschalk and line producer Munir Abbar.
Editor was Tommy Harden at Joint Editorial, with post producer Ryan Shanholtzer, and post executive producer Patty Brebner. Visual effects were produced at Method Studios by VFX executive producer Robert Owens, Flame artist Claus Hansen, VFX producer Ananda Reavis. Titles and graphics were produced at W+K Studio.
Music, “Anjos”, was composed by Julianna Barwick. Sound and music were licensed and produced at Search Party. Sound was mixed by Jeff Payne at Eleven Sound.
Photography was by Jeff Luker and Randall Mesdon.