Levis has launched a global campaign, Levis Legacy – an extension of the Go Forth idea revealed in 2009. The TVC features the poem “The Laughing Heart,” by Charles Bukowski and delivers a message of hope and empowerment that underscores the theme “Now Is Our Time.”
But there’s more to it than just a TVC nowadays, especially for global brands. And with a ‘war-cry’ like theme it is natural that such campaigns get associated with a cause and engage the consumer across several touch points. According to the press release:
“Now, more than ever, the world needs inspiration. The world needs people with a pioneering spirit who still believe that anything is possible. Our 60-second ‘Go Forth’ film and digital engagement program recognize people around the globe who are stepping forward to transform the world,” said Becca Van Dyck, global chief marketing officer of the Levi’s®brand. “Through Facebook, we hope to inspire people to join us in supporting the important work of today’s pioneers.”
Initially the ‘Go Forth’ digital engagement program features an online social challenge that highlights Water.org, a non-profit organization committed to providing safe drinking water and sanitation to people in developing countries. Levi’s®fans and Facebook users around the world are invited to join the Levi’s®brand in supporting the efforts of Water.org by making an online pledge that will help bring clean water to up to 8,000 people – for life.
I guess brands like Levis can get away with the seemingly tenuous link to the product and the core message of the campaign. There is an attempt to weave in the product story though, in the print ads:
Agency: W+K, Portland
The association with Water.org is also linked in a way to the product: “As part of this commitment, in several global marketsthe Levi’s®brand recently introduced Water<Less™ jeans, an innovative collection of denim made by using less water during the finishing process“.
I feel the TVC has appeal only in Western markets – though the recent riots in London may evoke the wrong kind of imagery when watching it. Also, brands associating themselves with global ’causes’ are better off if ‘talk’ is backed with ‘action’. While the Facebook activity will surely raise awareness about global water issues it’s not clear to me how these 10,000 ‘pledges’ will bring clean water to 8000 people globally ‘for life’. Nevertheless, the campaign idea is certainly campaignable given the association with ‘pioneers’ and hopefully brighten the halo around the brand.