A few weeks ago the Interactive Director for this campaign from Wieden + Kennedy came to talk to my Senior Project class. Turns out my Professor is good friends with him and he was in New York for the launch of the campaign.
It is a really exciting campaign for many reasons. I personally find the visuals of this campaign to be very exciting. One of my roommates said it reminds her of her teenage years, which I agree with, not that we are much past those years, but it reminds me of a time when I had more free time and less responsibilities. Although I do not want to go back to those days, it is nice to reminisce. The commercials and print ads speak to our generation, the website is really beautiful as well. The campaign has a call to action for people to participate in the search for Grayson Ozias IV's fortune (get it G.O. Forth?) which was buried somewhere in the US. There are clues given as to where hints may be found in order to ultimately find the buried fortune, $100,000. Supposedly, Levi's is going to fly the winner to the fortune and have them actually dig it up.
I don't know how effective this campaign is going to be at making people where Levi's. I love this campaign and honestly, I will never wear Levi's. They just aren't comfortable, but this campaign makes me wish that they were.
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Baha I was supposed to be in that campaign. I went to the casting and Ryan McGinley liked me, but their intern called me back three times asking for measurements... until I stopped picking up. Fail.
I love this campaign. Mostly because any company willing to use Walt Whitman to sell their product is an A+ in my book.
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