Video features Charles Bukowski poem, in possible homage to web parody of earlier Levi's effort.
Levi's is buying Facebook ads with an emphasis on Sponsored Stories in 24 countries to drive the latest phase of its "Go Forth" initiative. And Wieden+Kennedy, the jeans brand's creative agency, has thrown deceased Los Angeles working class poet Charles Bukowski into the mix.
The effort revolves around a 60-second video on Levi's Facebook page. Directed by German filmmaker Ralf Schmerberg, the spot entails an uplifting global message while employing words from Bukowski's "The Laughing Heart".
While the aforementioned Facebook ads will push viewers to the video, the piece will also appear before films in movie houses worldwide. The campaign is being tailored to each country on the social site and in theaters, involving 19 total languages. A Levi's prepared statement predicts a total of 325 million people could view it.
The overall endeavor includes promoting Water.org, a nonprofit dedicated to providing safe drinking water and sanitation in developing countries. Facebook users are being encouraged by Levi's to support the efforts of Water.org by making a monetary pledge on the social site that will help bring clean water to 8,000 people for the rest of their lives.
In 2010's version, a Walt Whitman poem was read over the video. A comedic video mocking the effort circulated around the web, utilizing the not-so-upbeat Bukowski poem "Dinosauria, We". No word from Levi's or W+K on whether or not that development affected the decision to include the poet this year.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT