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Youth-Inspiring Campaigns

'Levi's Legacy' Video Encourages Positive Change

— August 10, 2011 — Marketing
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.
Trend Themes
1. Youth-inspiring Campaigns - Opportunity for businesses to create campaigns that inspire and engage young people to bring about positive change.
2. Global Release of Video Ads - Opportunity for companies to expand their reach and impact by releasing video ads internationally.
3. Social Responsibility Initiatives - Opportunity for businesses to support and promote social, cultural, and environmental initiatives to make a positive impact.
Industry Implications
1. Fashion/apparel - Fashion brands can leverage their influence to inspire youth and promote positive change through their campaigns.
2. Advertising/marketing - Companies in advertising and marketing can create compelling video ads that resonate with the younger generation and motivate them to take action.
3. Water & Sanitation - Businesses can contribute to the cause of providing clean water to people in developing countries, creating partnerships and promoting such initiatives.
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