Pioneers OPioneers. We faced the challenge of taking Levi's Pioneering spirit and the Go Forth campaign, to our US Bicultural Latino audience.
To achieve this, we decided to embark on a journey that started in Alaska and ended in Ushuaia. We documented the story of 5 young Latinos as they reconnected with their roots along the Pan-American Highway. In each city, they met local pioneers and gave back to the community through service projects, leaving each place a little better.
The idea came to life on a 10 Episode TV series that aired on Discovery en Español. Strong digital, mobile and TV components were developed to support the series and reach out to our audience. In the end, we helped Levi's engage with the Hispanic community in a fresh non-traditional way. This current, relevant and engaging branded program positioned Levi's as the true Pioneer.
Awards: HAPE (Hispanic Strategic Planning Awards)