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O Pioneers!
Un soggetto stampa
Un esempio di outdoor
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Levi's si riscopre pioniera

01/07/2009

E' la nuova campagna firmata Wieden+Kennedy Portland, al suo esordio dopo aver vinto la gara creativa Usa. Una campagna che riporta il brand alle sue radici e che parla a un popolo capace di non perdere l'ottimismo e la voglia di scoprire. E se la storia, le immagini, il mood, possono disorientare, comunque un plauso va fatto, a un'agenzia e soprattutto a un'azienda capaci di rischiare e andare oltre.

Levi's entra nell'era del 'Go Forth' e lo fa in tv (i due spot rendono omaggio al poeta americano Walt Whitman), su stampa, outdoor, cinema, internet, retail. Credendo nel potere dell'energia, che ha permesso di costruire un Paese, e in quello della provocazione, che fa riflettere e crescere. Ma anche nel senso di libertà, nello spirito di indipendenza, nella speranza. ‘Go Forth’ vuole essere molto più di una campagna, diventando punto di riferimento della marca. E per celebrare i primi veri pionieri, il lancio del primo soggetto è previsto il prossimo 4 luglio, coinvolgendo dal Canada al Cile.

Client Levi’s
Project Name Go Forth - America 
Synopsis of the spot  The 'America' spot sets the tone for Levi’s new 'Go Forth' campaign: America is going through a challenging time, but our self-reliant
American pioneer spirit will persevere. The audio used in the commercial
is widely believed to be an original wax recording of Walt Whitman's real
voice reading four lines of his 1888 poem 'America.'
Format :60/:30
Duration of campaign Through December 2009 

Agency W+K Portland
Creative Directors Danielle Flagg and Tyler Whisnand
Copywriters Julia Oh and Rudy Adler
Producer Jeff Selis
Associate Producer Juliana Montgomery
Account Team Maggie Entwistle and Tamera Geddes
Executive Creative Directors Mark Fitzloff and Susan Hoffman
Agency Executive Producer Ben Grylewicz
Business Affairs Manager Teresa Lutz 

Production Company Anonymous Content
Director Cary Fukunaga
Executive Producer Danielle Peretz
Line Producer Joe Mandarino
Director of Photography Darren Lew 

Editorial Company Joint Editorial
Editor Elliot Graham
Assistant Editor Jessica Baclesse
Post Producer Neil Kopp
Post Executive Producer Patty Brebner 

VFX Company Rock Paper Scissors/A52
Rock Paper Scissors EP Carol Lynn Weaver
Rock Paper Scissors Producer Vicki Tripp
Colorist Angus Wall
VFX Supervisor Pat Murphy
Smoke Artist Paul Yacono
Flame Support Scott Johnson
Nuke Artist / Matte Painter Shahana Khan
A52 Exec Producer Jennifer Sofio Hall
A52 VFX Producer Pete King 

Sound 'America' poem by Walt Whitman courtesy the Walt Whitman Archive
Music Composer Owen Pallett and Charles Ives
Artist/Band Final Fantasy
Album Title Many Lives 49 MP
Song The CN Tower Belongs To The Dead (Many Ives Version)
Publishers/Record Company Name Third Side Music Inc./Peer Music/Third Side Music Inc. 

Mix Company Eleven Sound
Mixer Jeff Payne
Mix Producer Kristin Felt
Assistant Mixer Ben Freer

Client Levi’s
Project Name Go Forth - 'O Pioneers!'
Synopsis of the spot Directed by M. Blash, an emerging young American filmmaker,
'O Pioneers!' is a call to arms for a new generation of Americans. A 1950's Smithsonian recording of Walt Whitman's poem, Pioneers! O Pioneers!, plays over footage of new American pioneers, the young generation that will work to build a new foundation for the country.
Format :60/:30
Launch Date 24 July 2009 (in cinemas)
Duration of Campaign Through December 2009 

Agency W+K Portland 
Creative Directors Danielle Flagg and Tyler Whisnand
Art Directors Azsa West and Julia Blackburn
Producer Hayley Goggin
Associate Producer Juliana Montgomery
Account Team Maggie Entwistle and Tamera Geddes
Executive Creative Directors Mark Fitzloff and Susan Hoffman
Agency Executive Producer Ben Grylewicz
Business Affairs Manager Teresa Lutz 

Production Company The Directors Bureau
Director M. Blash
Executive Producer Cayce Chambers Cole
Line Producer Ike Martin
Director of Photography Kasper Tuxen

Editorial Company Joint Editorial
Editor Peter Wiedensmith
Assistant Editor Jessica Baclesse
Post Producer Neil Kopp
Post Executive Producer Patty Brebner

VFX Company Rock Paper Scissors/A52
Rock Paper Scissors EP Carol Lynn Weaver
Rock Paper Scissors Producer Vicki Tripp
Colorist Angus Wall
VFX Supervisor Pat Murphy
Smoke Artist Paul Yacono
Flame Support Scott Johnson
Nuke Artist / Matte Painter Shahana Khan
A52 Exec Producer Jennifer Sofio Hall
A52 VFX Producer Pete King

Sound 'Pioneers! O Pioneers!' poem by Walt Whitman courtesy Smithsonian
Folkways Recordings performed by: The University Players. Voiceover - Will Geer
Music+Sound Company Peter Wiedensmith and Blue Scout Music
Music Composers Joey Prather + Brian Hall
Sound Designers Peter Wiedensmith, Joey Prather + Brian Hall
Song Swift! To the Head of the Army!
Producer Joey Prather 

Mix Company Eleven Sound
Mixer Jeff Payne
Producer Kristen Felt
Assistant Mixer Ben Freer

 

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