Writer Charles Bukowski's uplifting poem "The Laughing Heart" helps to frame evocative vignettes of hopeful Berlin youth in a Ralf Schmerberg-directed spot in Wieden + Kennedy Portland's new global integrated for Levi's. As uplifting as it may seem, Levi's just announced that it would be postponing the campaign's launch in the U.K., due to imagery that bears a too close for comfort likeness to the current riots in London.
The campaign builds on the "Go Forth" campaign W+K introduced in the U.S. in 2009. The spot, along with print, shot by photographers Jeff Luker and Randall Mesdon, and a website celebrate those looking to ensure a better future for the world. Like the Braddock campaign before it, this effort hopes to achieve real change and its website site asks visitors to pledge their support for social change pioneers, who will be highlighted in the coming weeks on the Levi's site. The new global campaign launched earlier this summer with a series of murals in Berlin featuring the work of Portuguese street artist Alexandere Farto, aka "Vhils."