# Ambitious Denim Campaigns 'This is a Pair of Levi's' Encourages Youth to Get Dressed With Purpose By Katherinev123 | Published 2012-07-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/this-is-a-pair-of-levis References: [brandchannel](http://www.brandchannel.com/home/post/2012/07/26/Levis-2012-Go-Forth-072712.aspx) & [prnewswire](http://www.prnewswire.com/news-releases/the-levis-brand-debuts-2012-go-forth-global-marketing-campaign-163844536.html) 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](https://www.trendhunter.com/trends/adidas-originals-new-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](https://www.trendhunter.com/trends/tequila-billboards) of [Levi's Brand Marketing](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi), "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." ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 76% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Youth Empowerment:** Disruptive innovation opportunity: Develop products and campaigns that empower and inspire young people to make a positive impact on society. - **Purposeful Fashion:** Disruptive innovation opportunity: Create clothing lines and advertisements that emphasize dressing with purpose and highlight the values and beliefs of the brand. - **Inspiring Mantras:** Disruptive innovation opportunity: Incorporate inspiring and motivational messages into advertising campaigns to create a stronger emotional connection with consumers. ### Who This Affects Most - **Fashion and Apparel:** Disruptive innovation opportunity: Blend fashion with purpose by designing sustainable and socially responsible clothing lines that resonate with the younger generation. - **Advertising and Marketing:** Disruptive innovation opportunity: Embrace storytelling and purpose-driven marketing strategies to engage and inspire target audiences. - **Education and Youth Development:** Disruptive innovation opportunity: Collaborate with educational institutions and organizations to create programs that empower youth and promote positive change. ## Related on Trend Hunter - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Heritage-Honoring Immersive Campaigns](https://www.trendhunter.com/trends/the-number-that-changed-everything.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [Sophisticated Denim Lines](https://www.trendhunter.com/trends/blue-tab.md) - [Tailored Retail Experiences](https://www.trendhunter.com/trends/nextgen-indigo.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Kids Denim Collections](https://www.trendhunter.com/trends/levis-kids.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Historical Fashion Experiences](https://www.trendhunter.com/trends/number-that-changed-everything.md)