With its Go Forth campaign of 2009, which encouraged youth to participate in activities that benefited society and the environment, Levi's has introduced yet another youth empowering Go Forth campaign for 2012, starting with its 'This is a Pair of Levi's' advertisement.
The 'This is a Pair of Levi's' ad is all about getting dressed with purpose. Promoting the brand's Fall/Winter collection, it shows several young people, ranging in 'purpose' from musicians to teachers, pulling on their Levi's jeans and Levi's tops as a voiceover says inspiring words along the mantra of "You're going to be great."
Says Mary Alderete, the Global VP of Levi's Brand Marketing, "This campaign is designed to ignite a new generation of pioneers to believe in the Levi's brand as much as we believe in them."
Ambitious Denim Campaigns
'This is a Pair of Levi's' Encourages Youth to Get Dressed With Purpose
Trend Themes
1. Youth Empowerment - Disruptive innovation opportunity: Develop products and campaigns that empower and inspire young people to make a positive impact on society.
2. Purposeful Fashion - Disruptive innovation opportunity: Create clothing lines and advertisements that emphasize dressing with purpose and highlight the values and beliefs of the brand.
3. Inspiring Mantras - Disruptive innovation opportunity: Incorporate inspiring and motivational messages into advertising campaigns to create a stronger emotional connection with consumers.
Industry Implications
1. Fashion and Apparel - Disruptive innovation opportunity: Blend fashion with purpose by designing sustainable and socially responsible clothing lines that resonate with the younger generation.
2. Advertising and Marketing - Disruptive innovation opportunity: Embrace storytelling and purpose-driven marketing strategies to engage and inspire target audiences.
3. Education and Youth Development - Disruptive innovation opportunity: Collaborate with educational institutions and organizations to create programs that empower youth and promote positive change.