ABOUT

I was brought in to help on the global launch for Levis Go Forth campaign. We collaborated with offices in Amsterdam and Portland. The campaign that came to life was "Now is our time".

"Second Generation" is a negative term in China. It represents spoilt rich kids, government kids.
We decided to flip this term and weaponize it to redefine a less talked about generation of 'doers'. Our second generation kids want to give something back to the world, not just take.

To launch the campaign, we activated a key Levi's message - "They aren't Levi's until you do something in them." Over the next month, show us what you do in your Levi's and share it with the world.