The Levi's brand launches 'Go Forth' campaign!

The Levi's brand launched their global "Go Forth' Campaign with the premiere of "Levi's Legacy", its first-ever global "Go Forth' advertising spot, and unveiled a digital engagement program celebrating pioneers around the globe. Launched exclusively on Facebook, the 60 second film and digital program taps into the power of the inter-connected global community to spark change and create positive action unrestricted by geographic barriers. Since the digital launch there have been nearly 10,500 global pledges on Facebook, in a matter of a week. In India, the campaign will be visible on television, in print, in outdoor and in-store starting 15th August.

Through Facebook and Levi.com, Levi's fans and viewers are encouraged to support the spirit and influence of today's modern pioneers who are working to create a better world.

"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.

To help ensure fans' messages on Facebook are seen by their friends, Levi's will use a mix of Facebook advertising and Sponsored Stories that will appear in 24 countries.

"We are thrilled that Levi's has chosen to harness the power that brands can have on Facebook by using our platform to premiere their first-ever global advertising campaign. Not only are they sharing this content on a global scale with people on Facebook first, but they are creating a place where fans can share stories with an ultimate goal of effecting positive change in the world," said Carolyn Everson, vice president of global marketing solutions at Facebook.