Make our (your) mark

Launch spot/video for Station to Station Tour 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. It’s the lead piece to both the sponsorship initiative and massive web and digital visualization effort by the brand. Consistent with the long-term “Go Forth” brand positioning but seems to get more and more complicated and diluted in impact. Kudos for the quality video piece though. Overall, messaging effectiveness? Does it move the needle on what people think of the brand? Does it motivate anyone to actually buy? Not sure…