Legacy by @radical.media, Wieden + Kennedy New York for Levi`s

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Legacy

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Industry Jeans
Media Film
Market United States
Agency @radical.media
Director Ralf Schmerberg
Executive Creative Director Susan Hoffman, Matt O'rourke
Creative Director Eric Baldwin, Tyler Whisnand
Art Director Julia Blackburn, Jeff Williams
Copywriter Antony Goldstein
Account Supervisor Katie Nance
Editor Tommy Harden
Agency Wieden + Kennedy New York
Executive Creative Director Mark Fitzloff
Released February 2011

Awards

Cannes Lions 2012
Film Craft Lions Editing Bronze

Credits & Description

Advertiser: LEVI STRAUSS & CO.
Product/Service: LEVI STRAUSS & CO.
Agency: JOINT EDITORIAL Portland, USA
Advertiser LEVI STRAUSS & CO.
Product LEVI STRAUSS & CO.
Entrant JOINT EDITORIAL Portland, USA
Type of Entry: Film Craft
Category: Editing
Title: LEGACY
Advertiser/Client: LEVI STRAUSS & CO.
Product/Service: LEVI STRAUSS & CO.
Entrant Company: JOINT EDITORIAL Portland, USA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA


Brief Explanation
In 2011, Levi’s®created the film “Legacy” for the global launch of its Go Forth(TM) campaign.
Serving as an inspirational salute to the forward-looking energy of the world’s youth,
the “Legacy” commercial conveys a powerful attitude of hope and optimism,
and a belief that both individuals and the greater generational collective have the power
and ability to change the world. By showing evocative scenes of youthful togetherness
and action, provocatively contrasted with the profound words of American poet
and fiction writer Charles Bukowski, Levi’s® calls upon all of us to make the world anew,
together—as Bukowski so eloquently tells us, “Your life is your life. Know it while you have it.” Go Forth (TM).