Levi's to 'go forth' with first global campaign

SAN FRANCISCO— Levi's is taking its "Go Forth" campaign beyond the United States in its first global marketing program.

According to Levi's, its 2011 "Go Forth" campaign will utilize TV, cinema, print, digital and outdoor marketing vehicles and will be present in 24countries across the Americas, Europe and Asia-Pacific regions. Levi's said the campaign will showcase its fall 2011 collection wihile encouraging customers to make positive changes in the world.

Levi's campaign will launch in August in Berlin at Europe's apparel industry event, Bread & Butter. The company said later in the year it would launch a global campaign to support sustainability. The global campaign was created in partnership with Wieden+Kennedy, Portland, Oregon.

"Youthful optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world," said Robert Hanson, global president of the Levi's brand. "'Go Forth' is more than a marketing idea. It is also a rally cry; because now, more than ever, the world needs people with a pioneering spirit who still believe that anything is possible. For youth today, optimism is power."