Levi's: Levi's Legacy

The gods are waiting. . .

Published on Aug 09, 2011

Editor's Pick

Writer Charles Bukowski's uplifting poem "The Laughing Heart" helps to frame evocative vignettes of hopeful Berlin youth in a Ralf Schmerberg-directed spot in Wieden + Kennedy Portland's new global integrated for Levi's. As uplifting as it may seem, Levi's just announced that it would be postponing the campaign's launch in the U.K., due to imagery that bears a too close for comfort likeness to the current riots in London.

The campaign builds on the "Go Forth" campaign W+K introduced in the U.S. in 2009. The spot, along with print, shot by photographers Jeff Luker and Randall Mesdon, and a website celebrate those looking to ensure a better future for the world. Like the Braddock campaign before it, this effort hopes to achieve real change and its website site asks visitors to pledge their support for social change pioneers, who will be highlighted in the coming weeks on the Levi's site. The new global campaign launched earlier this summer with a series of murals in Berlin featuring the work of Portuguese street artist Alexandere Farto, aka "Vhils."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Aug 09, 2011
Wieden & Kennedy
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Creative Director:
Tyler Whisnand
Creative Director:
Jeff Williams
Creative Director:
Eric Baldwin
Charles Bukowski
Antony Goldstein
Art Director:
Julia Blackburn
Art Director:
Jeff Williams
Sarah Shapiro
Executive Agency Producer:
Ben Grylewicz
Production Company:
Ralf Schmerberg
Executive Producer:
Donna Portaro
Director, Photography:
Daniel Gottschalk
Line Producer:
Munir Abbar
Editorial Company:
Tommy Harden
Post Producer:
Ryan Shanholtzer
Post Executive Producer:
Patty Brebner
Visual Effects Company:
Method Studios
Visual Effects Executive Producer:
Robert Owens
Flame Artist:
Claus Hansen
Visual Effects Producer:
Ananda Reavis
W+K Studio
Music and Sound Company:
Search Party
Julianna Barwick
Sound Designer:
Tommy Harden
Mix Company:
Jeff Payne

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.