Items Tagged ‘Ethics’

The Empire’s New Clothes

December 6, 2009

July 1st marked the beginning of Levis new campaign “Go Forth” which places a huge emphasis on American Exceptionalism, our fight for independence and manifest destiny. They have invited us to take part in the campaign, the illusion they have created (and make no mistake it is an illusion). They have declared us "generation denim"… The design is rough (intentionally) with lots of hand written text and it spans the gamut from print to web to video. It follows all the new dictums of branding, touch everyone everywhere. Technically, with few exceptions, the campaign is astonishing. It is visually beautiful, inspirational, and conceptually rich. Levi’s (or more aptly their agency Wieden + Kennedy) has co-opted the voice of Walt Whitman to tell us that we are pioneers (if we wear Levis). The design strikes an emotional chord. It is not an appeal to rationalism, it is an attempt to link...

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