Awards » Cannes Lions » Cannes Lions 2010

Cannes Lions 2010

Award Type: Advertising Awards

Agency of the Year: AlmapBBDO, Sao Paulo

Network of the Year: BBDO

Independent Agency of the Year: Jung von Matt, Hamburg

Interactive Agency of the Year: Crispin, Porter + Bogusky, Boulder
Direct Agency of the Year: Abbott Mead Vickers BBDO

Media Agency of the Year: Leo Burnett Sydney

Palme d'Or: MJZ, USA

Advertiser Of The Year: Unilever

Levi's: OPioneers!

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Industry Apparel, Clothing & Footwear, Jeans
Media Film
Market United States
Agency Wieden + Kennedy Portland
Director M. Blash
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Tyler Whisnand, Danielle Flagg Tbwa\media Arts Lab
Art Director K Five
Copywriter K Five
Producer Cayce Chambers Cole
Account Supervisor Shelley Stevens
Editor Matt Hilber @ Joint Editorial, Peter Wiedensmith
Released June 2009


Cannes Lions 2010
Film Lions - Bronze

Credits & Description

Wieden + Kennedy sets a pioneering tone for Levi's "Go Forth" campaign with help from American poet Walt Whitman. The audio in this spot is believed to be an original wax recording of Whitman's real voice reading four lines of his 1888 poem "America."

Type of Entry: Product & Service
Category: Clothing, Footwear & Accessories
Advertiser/Client: LEVI'S
Product/Service: JEANS
Entrant Company: WIEDEN+KENNEDY Portland, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA
Chief Creative Officer: Dan Wieden
Executive Creative Director: Susan Hoffman/Mark Fitzloff
Creative Director: Danielle Flagg/Tyler Whisnand
Copywriter: W/K Five
Agency Producer: Hayley Goggin
Advertiser's Supervisor: Doug Sweeny/Len Peltier/Sarah An
Planner: Andy Lindblade
Account Manager: Maggie Entwistle/Tamera Geddes
Account Supervisor: Shelley Stevens
Production Company: THE DIRECTORS BUREAU Hollywood, USA
Director: M. Blash
Producer: Cayce Chambers Cole
Editor: Peter Wiedensmith/Joint Editorial
Sound Design/Arrangement: Peter Wiedensmith/Joey Prather/Brian Hall
Music: Artist/Title: Peter Wiedensmith And Blue Scout Music
Art Director: W/K Five
Post Production: Joint Editorial

Brief Explanation:
Directed by M. Blash, an emerging young filmmaker, “O Pioneers!” is a call to arms for a new generation of Americans. A 1950’s Smithsonian recording of Walt Whitman’s poem, “Pioneers! O Pioneers!”, plays over footage of new American pioneers, the young generation that will work to build a new foundation for the country.