Levi's Looking for "New Americans"

Levi’s is hoping to tap into its all-American image while appealing to young, user-generated-content-savvy consumers in its “Go Forth” advertising campaign.

The campaign, which started over the Fourth of July weekend, asks visitors to rewrite parts of the Declaration of Independence and submit photos, video and stories of “today’s America.”

The jeans maker worked with digital agency Razorfish and advertising firm Wieden+Kennedy on the print, online and, starting in the fall, television spots. It declined to say how much it spent.

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