Back in July, advertising agency Wieden+Kennedy Portland unveiled a new direction for Levi’s with its Go Forth campaign. Drawing heavily upon the poetry of Walt Whitman and the frontier spirit, the campaign seeks to bolster flagging spirits (and blue jean sales) with tag lines such as “strike up for the new world,” “this country was not built by men in suits” and “will work for better times.” While Advertising Age remains skeptical about whether the “bootstraps ethic will find a receptive audience in a dustbowl economy,” the chance to discover $100,000 in buried treasure might help convince people to “Go Forth.”
In two days, the hunt for Grayson Ozias IV’s treasure begins as part of Levi’s online component to the campaign. Details about the G.O. IV Fortune experience are scarce, as the contest rules were not available at the time of this article. However, you can get a feel for the interactive component by checking out New Americans: A Portrait of a Country, a collection of user-generated text, images, audio, and video responding to challenges such as “take a picture of you high-fiving a parking attendant” and “re-create Old Glory for today’s America.”
The aptly named G.O. (the) Fourth has a twitter account, and you can sign up for notifications on the countdown page. It remains to be seen whether the hunt for Grayson Ozias’ fortune will tell an engaging story.