Levi’s Go Forth advertising campaign for 2012 celebrates the refined and tailored look, made for those who get dressed each morning with purpose. Renee Faia provides the voiceover for “Thread”, celebrating jeans chosen and worn with style. “You’re gonna be great, you’re gonna be great, you’re gonna be great.” A print campaign present a pair of Levi’s jeans, cut with grace, tailored for the young and hungry. “Finery without function has no place out here.”
Click on the image below to play the video in YouTube (HD)
The Go Forth 2012 campaign was developed at Wieden + Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative Directors Don Shelford, Tyler Whisnand, Eric Baldwin, art directors Jimm Lasser and Monica Nelson, copywriter Erin Swanson, producers Sarah Shapiro and Kirsten Acheson, executive agency producer Ben Grylewicz, account team Andrew Schafer and Jessie Young, business affairs director Cindy Lewellen and strategic planner Andy Lindblade.
Sound was mixed at Eleven Sound by mixer Jeff Payne and assistant mixer Ben Freer.
This is a pair of Levi’s®,
buttons and rivets and pockets and cuffs,
and the thread that holds it together.
When the road gets rough and the sky gets jumpy and the stars start falling on top of your head and the waves start breaking against your legs;
It’s the thread in your seams that’s tied to your dreams.
It’s the sole in your feet that keep the beat;
You’re gonna be great, you’re gonna be great, you’re gonna be great;
You’re gonna find the cure, you’re gonna be famous, you’re gonna be shameless.
Spittin’ seeds in the wind, tap dancing with your shoe laces pinned, to the back
of a bus at the end of the road, at the bottom of the ninth, with a crown on your head
You’re a queen, you’re a king, you’re the solo act in a sold out show at a six story stadium, and you’re proud, you’re a hero! You got a hero’s grip. Swingin’ by a
single stitch. You follow your heart, follow the leader, you’re the leader;
Are you joking, are you breaking, are you shaking? You’re the next living leader of the world. You’re a kid. Holding onto the thread. That holds it together.
This is a pair of Levi’s®