Levi Strauss is running “Now is Your Time”, the latest instalment in the Go Forth advertising series, featuring “The Laughing Heart”, a poem by Charles Bukowski. The commercial, print ads and the website, goforth.levi.com, bring together glimpses of hopeful Berlin youth in an effort to inspire positive engagement with the future. The campaign, launched globally, is not yet running in the UK, due to the resemblance of some images to the current wave of riots in British cities.
Click on the image below to play the Legacy video in YouTube (HD)
The Laughing Heart
Your life is your life
don’t let it be clubbed into dank submission.
Be on the watch.
There are ways out.
There is a light somewhere.
It may not be much light but
it beats the darkness.
Be on the watch.
The gods will offer you chances.
You can’t beat death but
you can beat death in life, sometimes.
And the more often you learn to do it,
the more light there will be.
Your life is your life.
Know it while you have it.
You are marvelous
the gods wait to delight
The Go Forth campaign was developed at Wieden+Kennedy by executive creative directors Mark Fitzloff and Susan Hoffman, creative director Tyler Whisnand, creative director/art director Jeff Williams, creative director Eric Baldwin, copywriter Antony Goldstein, art director Julia Blackburn, producer Sarah Shapiro, agency executive producer Ben Grylewicz, with writer Charles Bukowski.
Editor was Tommy Harden at Joint Editorial, with post producer Ryan Shanholtzer, and post executive producer Patty Brebner. Visual effects were produced at Method Studios by VFX executive producer Robert Owens, Flame artist Claus Hansen, VFX producer Ananda Reavis. Titles and graphics were produced at W+K Studio.