The Levi’s® brand today premiered “Levi’s® Legacy,” its first-ever global ‘Go Forth’ advertising spot, and unveiled a digital engagement program celebrating pioneers around the globe. Launching exclusively on Facebook, the 60-second film and digital program tap into the power of the interconnected global community to spark change and create positive action unrestricted by geographic barriers.

The premiere of “Levi’s® Legacy” will reach nearly 325 million people worldwide on Facebook before appearing on movie screens and TV around the globe mid August. Through Facebook and Levi.com, Levi’s® fans and viewers will be encouraged to support the spirit and influence of today’s modern pioneers who are working to create a better world.

“Levi’s® Legacy”
Filmed by Berlin-based director Ralf Schmerberg, the 60-second film titled “Levi’s® Legacy” is an emotional journey into the lives of young people expressing their hopes and dreams for a better world in meaningful ways. Featuring the poem “The Laughing Heart,” by Charles Bukowski, the film delivers a message of hope and empowerment that underscores the theme “Now Is Our Time”. The film closes with the Levi’s® brand’s ultimate call to action: ‘Go Forth.’

The integrated global ‘Go Forth’ campaign will appear in 24 countries and 19 languages and act as a rally cry to create positive change in the world today. The creative campaign was developed by Wieden+Kennedy and marks the first time the Levi’s® brand has delivered a singular creative platform to a global audience.

‘Go Forth’ Online Social Challenge
At launch, the Levi’s® brand will enable people the world over to support pioneers by introducing the work of Water.org. Water.org, which was co-founded by Matt Damon and Gary White, has worked with local partner organizations for more than 20 years to deliver community-led, sustainable water and sanitation services to people living in poverty who are struggling to survive the global water crisis. Through Facebook, people can pledge their support for the cause and share their intentions with friends around the world. Levi’s® goal is to reach 100.000 pledges on Facebook – and reaching this goal will help bring clean water to up to 8,000 people – for life.

Shining a global spotlight on the work of Water.org is a continuation of the long-standing commitment of the Levi’s® brand to raise awareness for global water issues and reduce wasteful water usage. As part of this commitment, the Levi’s® brand recently introduced Water

About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit www.levi.com.