Go Forth (again)

Latest installment in the branding campaign for the denim giant Levi’s. This campaign retains the “Go Forth” tagline while introducing a new theme, “Make Our Mark”. Levi’s hopes that Station to Station will be a “nomadic happening” that takes a series of artists on a train tour across the continental United States on the country’s oldest railway route, stopping off in a series of small towns every few days. The tour follows the same journey founder Levi Strauss made in 1873, when he travelled from New York to California to sell jeans to workers during the Gold Rush. Each stop will get an event packed with concerts (Dirty Projectors, Twin Shadow, Cat Power, Patti Smith), chefs (Chez Panisse’s Alice Waters, Dinner Discussion founder Leif Hedendal), writers (Dave Hickey, Rick Moody) and a whole hosts of artists local to each venue. The four questions to be answered as the train goes cross-country are “Who are you?” “What moves you?” “What’s your approach?” “What’s your dream?” The idea is a global journey of self-discovery designed to be shared and leveraged via social media. The data visualization is taking place at Levi.com/MakeourMark. The campaign was created in partnership with agency AKQA. Frankly, a lot of cool/hip/provocative imagery. but it all seems to compete with itself and the idea that Levi’s is actually selling clothing is a bit lost. Overall, it feels more than a bit obtuse and less than distinctive or super compelling. Are you going to leave you favorite jeans behind to go back to Levi’s for this? Our bet is unfortunately, not yet…