In celebrating its 140 year history, Levi’s has launched a creative “Go Forth” social media campaign aimed to help its viewers discover what inspires them and express their identity to the world. The iconic denim company is calling for the world’s youth to “Make Our Mark” by posing the question, “Who are you?” and encouraging them to answer with creative expression. 

Viewers generate their answers with their own unique flair through tweets, photos, videos. Their entries are then on display through Twitter and Instagram the public to explore.

In order to optimize their outreach, Levi’s turned to outdoor for the focal point of their campaign in New York and  Los Angeles. Highlighting the “Make Our Mark” social call to action, Levi’s  utilized various types of outdoor media  includingNew York’s digital urban panels, the Grand Central Digital Network, the wrapped shuttle train, in addition a bold station domination in LA’s Union Station.

Levi’s highly artistic black and white ads, with their striking red Levi’s logo, emit an “old time” feel that showcases the company’s extensive history and serve as a point of artistic inspiration to its audience. With a campaign driven by the public’s contribution of expressions of self-identity, out of home served as the perfect medium for broadening their reach to the population.