{"id":410,"date":"2009-07-01T19:26:39","date_gmt":"2009-07-02T02:26:39","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=410"},"modified":"2016-05-16T19:03:47","modified_gmt":"2016-05-17T02:03:47","slug":"america-go-forth","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/america-go-forth\/","title":{"rendered":"America, &#8220;Go Forth&#8221;"},"content":{"rendered":"<div id=\"attachment_413\" style=\"width: 330px\" class=\"wp-caption imgalignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-413\" src=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/america.jpg\" alt=\"Go Forth - &quot;America&quot;\" title=\"america\" width=\"320\" height=\"240\" class=\"size-full wp-image-413\" \/><p id=\"caption-attachment-413\" class=\"wp-caption-text\">Go Forth - America<\/p><\/div>\n<p>Optimism and patriotism are afoot in Wieden + Kennedy Portland&#8217;s <span class=\"removed_link\" title=\"http:\/\/goforth.levi.com\/newdeclaration\">new campaign for Levi&#8217;s<\/span>. The agency&#8217;s treatment reads, &#8220;America is going through a challenging time, but our self-reliant American pioneer spirit will persevere.&#8221; Leading the new campaign for the 150-year old brand is &#8220;America,&#8221; a TV and cinema spot that reaches for the recession-aware heels of &#8220;Generation O,&#8221; a fairly new term rooted in last year&#8217;s campaigning of Barack Obama in reference &#8220;Generation Y&#8221; or the &#8220;The Millennial Generation.&#8221; The overall campaign is called &#8220;Go Forth.&#8221;<\/p>\n<p>&#8220;America&#8221; debuts this Friday, July 3 at cinemas in Seattle, Portland, San Francisco, Los Angeles, Denver, Chicago, Boston, New York City and Miami. This is the first work since W+K Portland won the Levi&#8217;s account in late 2008. The campaign assets also include print work by photographer <a href=\"http:\/\/www.ryanmcginley.com\/\">Ryan McGinley<\/a>.<\/p>\n<p><iframe loading=\"lazy\" title=\"Levi&#039;s - Go Forth - &quot;America&quot; (2009)\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/TxjQXFhQrv4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>The spot is directed by <a href=\"http:\/\/www.anonymouscontent.com\/director\/cary-fukunaga\">Cary Fukunaga<\/a>, a graduate of NYU Film and abuzz since winning directing and cinematography awards at Sundance for &#8220;Sin Nombre&#8221; (2009). The voiceover in the spot features Walt Whitman (1819 &#8211; 1892) in what may be a recording of him from 1890 reading four lines of his 1888 poem, &#8220;America.&#8221; In a memo to press, it&#8217;s noted that Whitman:<\/p>\n<blockquote><p>&#8230;was an optimist at a time when it was easier to be a pessimist. He lived through the Civil War, one of the darkest periods in American history, and drew strength from the struggle. He saw the potential for greatness that lies in each of us, to flourish in our personal search and build our brave vision of this country. The Go Forth campaign aims to share his words, in TV executions and online, with today&#8217;s generation as a small ray of hope.<\/p><\/blockquote>\n<p>Certainly on the pulse of today&#8217;s generation, but does the anthem resonate this July 4th?<\/p>\n<p><strong>Credits<\/strong><\/p>\n<p>Agency: <a href=\"http:\/\/www.wk.com\/\">W+K PORTLAND<\/a><br \/>\nCreative Directors: Danielle Flagg and Tyler Whisnand<br \/>\nCopywriters: W+K Five<br \/>\nArt Directors: W+K Five<br \/>\nProducer: Jeff Selis<br \/>\nAssociate Producer: Juliana Montgomery<br \/>\nAccount Team: Maggie Entwistle and Tamera Geddes<br \/>\nExecutive Creative Directors: Mark Fitzloff and Susan Hoffman<br \/>\nAgency Executive Producer: Ben Grylewicz<br \/>\nBusiness Affairs Manager: Teresa Lutz<\/p>\n<p>Production Company: <a href=\"http:\/\/www.anonymouscontent.com\/\">Anonymous Content<\/a><br \/>\nDirector: <a href=\"http:\/\/www.anonymouscontent.com\/director\/cary-fukunaga\">Cary Fukunaga<\/a><br \/>\nExecutive Producer: Danielle Peretz<br \/>\nLine Producer: Joe Mandarino<br \/>\nDirector of Photography: <a href=\"http:\/\/www.darrenlew.com\/\">Darren Lew<\/a><\/p>\n<p>Editorial Company: <a href=\"http:\/\/www.rockpaperscissors.com\/\">Rock Paper Scissors<\/a><br \/>\nEditor: Elliot Graham<br \/>\nAssistant Editor: Jessica Baclesse<br \/>\nPost Producer: Neil Kopp<br \/>\nPost Executive Producer: Patty Brebner<\/p>\n<p>VFX Company: <a href=\"http:\/\/www.a52.com\/\">A52<\/a><br \/>\nRock Paper Scissors EP: Carol Lynn Weaver<br \/>\nRock Paper Scissors Producer: Vicki Tripp<br \/>\nColorist: Angus Wall<br \/>\nVFX Supervisor: Pat Murphy<br \/>\nSmoke Artist: Paul Yacono<br \/>\nFlame Support: Scott Johnson<br \/>\nNuke Artist\/Matte Painter: Shahana Khan<br \/>\nA52 Exec Producer: Jennifer Sofio Hall<br \/>\nA52 VFX Producer: Pete King<\/p>\n<p>Sound: \u00e2\u20ac\u0153America\u00e2\u20ac\u009d poem by Walt Whitman courtesy the Walt Whitman Archive<br \/>\nMusic Composer: Owen Pallett and Charles Ives<br \/>\nArtist\/Band: <a href=\"http:\/\/www.finalfantasyeternal.com\/\">Final Fantasy<\/a><br \/>\nAlbum Title: Many Lives 49 MP<br \/>\nSong: The CN Tower Belongs To The Dead (Many Ives Version)<br \/>\nPublishers\/Record Company Name: Third Side Music Inc.\/Peer Music\/Third Side Music Inc.<\/p>\n<p>Mix Company: <a href=\"http:\/\/www.elevensound.com\/\">Eleven Sound<\/a><br \/>\nMixer: Jeff Payne<br \/>\nMixer Producer: Kristin Felt<br \/>\nAssistant Mixer: Ben Freer<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Optimism and patriotism are afoot in Wieden + Kennedy Portland&#8217;s new campaign for Levi&#8217;s. The agency&#8217;s treatment reads, &#8220;America is going through a challenging time, but our self-reliant American pioneer spirit will persevere.&#8221; Leading the new campaign for the 150-year old brand is &#8220;America,&#8221; a TV and cinema spot that reaches for the recession-aware heels [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-410","post","type-post","status-publish","format-standard","hentry","category-film"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/410","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=410"}],"version-history":[{"count":1,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/410\/revisions"}],"predecessor-version":[{"id":6241,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/410\/revisions\/6241"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=410"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=410"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=410"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}