Wieden + Kennedy’s new campaign for Levis is stunning in its truth, its insight and its audacity.
The great brands are underpinned by an essential and enduring truth. By linking to the words of Walt Whitman and, on its new website, the United States Constitution, Levis has reconnected with the truth of its brand. Levis is America. And America has always been shaped by people with the courage and tenacity to dream and work towards a better tomorrow.
Its unique insight is in seeing the hollowness of most Millennial-targeted messages of hope and optimism, or perhaps more specifically, how bankrupt these messages must feel to Millennials in the current economy. Instead, “Go Forth” implies that hope and optimism are found by individuals who venture forward and work towards their dream. True of the framers of our Constitution. True of the gold miners in 1849 (the original denim crowd). True of Mr. Whitman. It must also be true of people today if we are to achieve our potential.
But the audacity, the brilliant audacity, to create a website in which citizens can co-create, edit and share their take on the Constitution is to be celebrated. It transforms the Constitution into a communal wall posting which, if you will momentarily suspend your judgment about that concept, is exactly what the Constitution needs to be: a living, shared, and debated document chronicling the will of the people.
Go forth indeed.