Problem How does a clothing company inspire and motivate a communi- ty? Solution Combine powerful visuals with a variety of formats to reach peo- ple of all walks of life. Background In 2009 Levi’s launched “Go Forth,” a campaign that acted as a call to arms for young pioneers to take action in helping to reshape their future. The Go Forth tagline became the brand halo for Levi’s moving forward into 2010 with the focus around the “worker.” In 2010 Levi’s wanted to provide an answer to Go Forth (after in- spiring youth culture to take a stand in 2009). The 2010 Work- Wear campaign became the foundation to share this message and encourage pioneers every to get “ready to work.” Objective Levi’s wanted to continue to build on the positive equity and share growth momentum o

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