Levi’s - Go Forth

During my stint at Wieden+Kennedy Shanghai, I worked on the global launch of the Levis ‘Go Forth’ campaign - collaborating with the Amsterdam and Portland offices.

The campaign was designed to ignite a new generation of pioneers to believe in the Levi’s brand. In China, “Second Generation" was a negative label. It represented spoilt rich kids. We decided to flip this label and weaponize it to redefine a less talked about generation of 'doers'. Our second generation kids want to give something back to the world, not just take.

So, we activated a key Levi's message - "They aren't Levi's until you do something in them”. We asked our audience to show what they do in their Levi's and share it with the world.