Creativity

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."

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About

Credits

Date
Aug 09, 2011
Agency:
Wieden & Kennedy
Client:
Levi's
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Creative Director:
Tyler Whisnand
Creative Director:
Jeff Williams
Creative Director:
Eric Baldwin
Writer:
Charles Bukowski
Copywriter:
Antony Goldstein
Art Director:
Julia Blackburn
Art Director:
Jeff Williams
Producer:
Sarah Shapiro
Agency Executive Producer:
Ben Grylewicz
Production Company:
@radical.media
Director:
Ralf Schmerberg
Executive Producer:
Donna Portaro
Director of Photography:
Daniel Gottschalk
Line Producer:
Munir Abbar
Editorial Company:
Joint
Editor:
Tommy Harden
Post Producer:
Ryan Shanholtzer
Post Executive Producer:
Patty Brebner
VFX Company:
Method Studios
VFX Executive Producer:
Robert Owens
Flame Artist:
Claus Hansen
VFX Producer:
Ananda Reavis
Titles/Graphics:
W+K Studio
Music & Sound Company:
Search Party
Composer:
Julianna Barwick
Sound Designer:
Tommy Harden
Song:
"Anjos"
Mix Company:
Eleven
Mixer:
Jeff Payne

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