Superstar

'Levi's Legacy' Video Encourages Positive Change

By: Katherine Vong - Published: • References: facebook & popsop
Levi's Go Forth campaign, which aims to inspire youth to bring about positive change through social, cultural and environmental initiatives, is going global with the release of its first international video ad, 'Levi’s Legacy.'

This 60-second video, which first aired on the company's Facebook page, will debut on televisions in late August. Shot by director Ralf Schmerberg, the Levi's Legacy video showcases young people (wearing Levi's, of course) who want to make the world a better place. They express their hopes through Charles Bukowski's poem 'The Laughing Heart.'

"Now, more than ever, the world needs inspiration," says Becca Van Dyck, Levi's global chief marketing officer. "Our 60-second ‘Go Forth’ film and digital engagement program recognize people around the globe who are stepping forward to transform the world."

Levis' also supports Water.org's safe drinking water projects, which it is promoting to its fans on Facebook, encouraging them to help provide clean water to people living in developing countries. Stats for Youth-Inspiring Campaigns Trending: Older & Average
Traction: 2,468 clicks in 159 w
Interest: > 3 minutes
Concept: Levi S Legacy
Related: 86 examples / 66 photos
Segment: Neutral, 12-35
Comparison Set: 31 similar articles, including: '80s rock editorials, 39 denim mania features, and driven denim ads.