Levi’s® is launching its first ever global integrated marketing campaign, “Go Forth”, as an extension of the US-focused campaign from 2009 and 2010. Levi’s announced the campaign at the Bread & Butter denim fair in Berlin, which also saw the launch of unique events created by Levi’s®, with its European advertising agency Wieden+Kennedy Amsterdam, to celebrate this new direction for the brand. The campaign includes street murals, a screen printing workshop, and a limited edition newspaper.
To honour the campaign, Levi’s® and Wieden+Kennedy Amsterdam collaborated with the Portuguese street artist Alexandre Farto, aka Vhils, to create a series of street murals that captures the faces of some of Berlin’s modern day pioneers in a dramatic and poetic way. These pioneers serve as an inspiration for the city and embody the ‘Go Forth’ spirit. Vhils sculpted the portraits of pioneers Fadi Saad, Various & Gould, Joe Hatchiban and Sven Marquardt into major building facades dotted throughout Berlin. A Making of documentary capturing Vhils’ at work complements the murals themselves.
Taking place from July 7 until August 18, the Levi’s® Print Workshop will be a temporary venue in Berlin for collaboration and creative production that celebrates the craft of screen printing. The workshop will serve as a community-based extension of ‘Go Forth,’ paying homage to the pioneering spirit of the Levi’s® campaign, the principle of civic engagement and the creative community of Berlin.
A limited edition newspaper “Now is our Time” was distributed at Bread & Butter, featuring editorials about the Berliner Pioneers featured in the Berlin arm of the Go Forth campaign, with photography from Anthony Georgis.