The Levi’s Go Forth campaign is an inspiring call to arms for the young people of America. Rooted in the pioneering beliefs and actions of the Levi’s brand, the Go Forth campaign tapped into the profound spirit of optimism sweeping America by reminding people to chart their own future and re-build America - in Levi's jeans. The connection between the Levi’s pioneering brand belief and the pioneering attitude at the heart of young (18-25 years) Americans today provided the basis for a powerful campaign.

On July 4th, 2009, Go Forth launched in cinema theaters across America with two epic commercials, 'America' and 'Oh Pioneers.' Also launched on that day was an online call to action to edit the Declaration of Independence and take part in an online portrait gallery entitled The New Americans. From here, the campaign came to life in broadcast TV, OOH, magazine print, newspaper, retail, and an interactive Augmented Reality Game. All these channels were integrated to spark and foster an ongoing conversation about what America meant as a country to people and how they as the current generation were going to shape the future. Media weight was designed to drive increasing conversation over time – specifically to ensure the campaign and conversation was reaching its peak in November/December, the key selling season.

The Go Forth idea and campaign revitalised the Levi’s brand on all levels, from marketing to new product development to collaborations and beyond. In short, it gave the Levi’s brand a clear idea on how to motivate themselves and provide a strong, clear voice to begin a new conversation with consumers and American culture at large. For the first time in many years, the Levi’s brand had struck a deep chord with young Americans on an individual and cultural level, resulting in well-above-goal sales and category share results. Levi's jumped to the top-rated apparel brand in the latest American Customer Satisfaction Index.