Levi's 'go forth - America / o pioneers' by Wieden & Kennedy Portland

The campaign comprises two TV spots, the first of which, entitled 'America' plays out to an original wax recording of Walt Whitman's reading of his 1888 poem "America."

The second of the spots, 'o pioneers', is directed by M. Blash, an emerging young American filmmaker, and is also set to another of Whitman's poems.

Print and digital elements support the campaign.