Last year's Levi's Go Forth campaign was one of my favourite campaigns in a while and was a huge wake up call for the brand. It really captured the teenage rebellion spirit, the (dare I say it) carpe diem (ergh) attitude of teenagers/twenty somethings without being cheesey or forced.
They have gone on to release the 2012 campaign for Go Forth. It is more great work from the people at Wiedens, and although I don't think that it's quite as strong as the first campaign, it's definitely grown. Whereas 2011 was much more about rebelling and sticking it to man attitude to it, 2012 is much more entrepreneurial, it's yours for the taking, make the world the way you want it. It's just grown up a bit, and I like that.
Showing posts with label Levi's. Show all posts
Showing posts with label Levi's. Show all posts
Tuesday, 7 August 2012
Wednesday, 18 April 2012
Levi's: Locals Only.
Levi's is one of the most iconic brands in the world, revered as the symbol of being cool, youth and rebellious, a hard thing to keep a hold of for such a huge brand. And this proved the case as they lost this identity for a short while, as they grew in popularity, Dad's started to wear them. Yep, Dads. That's never good news. So in stepped one of the most creative and cool advertising in the world, Wieden + Kennedy to put them right back where they belong.
They first did that with their beautifully written and shot Go Forth campaign. They are now really getting under the skin of youth culture and the world in which they live in their Locals Only project. Locals Only marks the release of their new Black Tab Collection SS12 and takes the shape of a beautifully shot book of photos and 4 mini-documentaries looking at the lifestyle and cultures of modern-day pioneers.
For more pics click here.
Levi's also produced "four videos to capture a snapshot of different hubs and their associated crowds in Berlin, Marseille, Barcelona and Copenhagen. Both photography and documentaries zoom in on street culture movements and what they have become today, paying homage to the art of street style – which is inspiration for the collection. The photography and film team followed skateboarders Lennie Burmeister and Vincent Heller (Berlin), the bar Le Duke (Marseille), the notorious “Nasty Mondays” party founders MadMax and Sören Manzoni (Barcelona) as well as the famous custom motorcycle builders The Wrenchmonkees (Copenhagen), to capture the moments that make up each person’s days."
Copenhagen
Marseille
Berlin
Barcelona
They first did that with their beautifully written and shot Go Forth campaign. They are now really getting under the skin of youth culture and the world in which they live in their Locals Only project. Locals Only marks the release of their new Black Tab Collection SS12 and takes the shape of a beautifully shot book of photos and 4 mini-documentaries looking at the lifestyle and cultures of modern-day pioneers.
For more pics click here.
Levi's also produced "four videos to capture a snapshot of different hubs and their associated crowds in Berlin, Marseille, Barcelona and Copenhagen. Both photography and documentaries zoom in on street culture movements and what they have become today, paying homage to the art of street style – which is inspiration for the collection. The photography and film team followed skateboarders Lennie Burmeister and Vincent Heller (Berlin), the bar Le Duke (Marseille), the notorious “Nasty Mondays” party founders MadMax and Sören Manzoni (Barcelona) as well as the famous custom motorcycle builders The Wrenchmonkees (Copenhagen), to capture the moments that make up each person’s days."
Copenhagen
Marseille
Berlin
Barcelona
Saturday, 13 August 2011
Levi's: Go Forth (Not Right Now Though)
No matter how beautifully written, filmed and composed your advert may be, if you time it wrong or misjudge your audience, it can be an absolute failure.
Unfortunately for Levi's, and more unfortunately for the British nation, we experience some of the worst rioting for decades. It was disgusting, embarrassing and mindless. This view was, rightly, held by the vast majority of the public and for that reason this Levi's ad has been pretty ill received, despite not being shown on TV in the UK. The problem is that the ad is all about the romanticism of the youth uprising and standing up to authorities, an often sought after narrative. However we saw this narrative come to life this week, and it was ugly. The problem was was that the riots were not about standing up to authorities, it was for the sheer enjoyment of looting and striking fear into innocent people.
It's such a shame for Levi's as it's difficult to watch the ad without thinking of the horrible reality, because this is a really beautiful advert. It creates a warm and inspiring feeling, to stand up for what you believe in and to make a difference.
Unfortunately for Levi's, and more unfortunately for the British nation, we experience some of the worst rioting for decades. It was disgusting, embarrassing and mindless. This view was, rightly, held by the vast majority of the public and for that reason this Levi's ad has been pretty ill received, despite not being shown on TV in the UK. The problem is that the ad is all about the romanticism of the youth uprising and standing up to authorities, an often sought after narrative. However we saw this narrative come to life this week, and it was ugly. The problem was was that the riots were not about standing up to authorities, it was for the sheer enjoyment of looting and striking fear into innocent people.
It's such a shame for Levi's as it's difficult to watch the ad without thinking of the horrible reality, because this is a really beautiful advert. It creates a warm and inspiring feeling, to stand up for what you believe in and to make a difference.
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