Anonymous' Fukunaga and W+K Taps Whitman for Call To Arms

Anonymous Content recently released a moving :60 that is the centerpiece of Levi's Go Forth campaign. Working closely with Wieden+Kennedy, Portland, Anonymous Director Cary Fukunaga tapped into the unbendable reputation of the Levi's brand, the optimism of a generation recharged by recent political change, and the authority of an American icon to create the award-winning spot.

America features a black-and-white montage of landscapes and people from across the nation with a voiceover of what is thought to be an original wax cylinder recording of Walt Whitman reading from his poem of the same name. Whitman's epic lyrics, which are so synonymous with the American cultural identity, beautifully complement the imagery of 4th of July revelers wearing the iconic Levi's brand. The poet's spoken words, captured more than a century ago, seem to hang timelessly in the air, forever a part of the American lexicon - similar, in many ways, to the eternal popularity of Levi's.

"We wanted to create a spot that really spoke to this latest generation of Americans, who have been so disaffected by the political events that accompanied much of their upbringing," noted Fukunaga, a 2009 Sundance award-winner. "This spot is a call to arms for this youth. The creatives wanted to position Levi's as a brand that represents the resurgent American spirit that emerged with Obama's election, and what better way to do that than to allay the brand with one of the nation's most ardent supporters, the incomparable Walt Whitman."

"This effort is a great example of what we can do here," stated Anonymous Commercials and Integrated Executive Producer Danielle Peretz. "We recently signed Cary to our Commercial and Integrated divisions after solely being with our management group. His narrative ability and knack for politically motivated, meaningful work, truly come through in this new effort. We're extremely pleased to have him as a part of the family."

The campaign, which launched July 4, will feature an additional spot, a website, print ads, billboards, a presence on Facebook and other social media sites, event marketing, and a contest on levi.com/goforth. All will feature the same symbolic motif that positions the classic brand as the foundation of an energetic generation that will change America.

The Creds:

Client: Levi Strauss & CO
Spots Title: Go Forth
Air Date: July 2009

Agency: Wieden + Kennedy, Portland
ECD(s): Mark Fitzloff, Susan Hoffman
CD(s): Danielle Flagg, Tyler Whisnand
Copywriters: Julia Oh, Rudy Adler
EP: Ben Grylewicz
Producer: Jeff Selis
AP: Juliana Montgomery

Production Company: Anonymous Content, Los Angeles
Director: Cary Fukunaga
DP: Darren Lew
Executive Producer: Danielle Peretz
EP/Head of Commercials: Dave Morrison
Line Producer: Joe Mandarino

Editorial: Joint Editorial
Editor: Elliot Graham
Assistant Editor: Jessica Baclesse
EP: Patty Brebner
Producer: Neil Kopp

Sound: "America" poem by Walt Whitman courtesy the Walt Whitman Archive
Music Composer: Owen Pallett and Charles Ives
Music: "The CN Tower Belongs To The Dead (Many Ives Version)" by Final Fantasy
Album Title: Many Lives 49 MP
Publishers/Record Company: Third Side Music

Mix: Eleven Sound
Mixer: Jeff Payne
Mix Producer: Kristin Felt
Assistant Mixer: Ben Freer

About Anonymous Content:

Anonymous Content is an industry-leading production and management firm that leverages its unrivaled reach and access to talent to create and produce innovative content across all its divisions: Film, Integrated, Commercials, Music Video, Television, and Talent.

Anonymous Content was formed in 1999 by a collaboration of business and creative minds responsible for developing some of the industry's most respected entertainment and branded content. In launching the firm, the founders combined their unique talents, distinct vision for the future of content creation, and unmatched industry access. Since then, Anonymous has been able to extend its reach across entertainment, exercising its capacity to package talent and mine literary material from deep and powerful resources.

Company principals have developed longstanding direct relationships with talent, talent agencies, advertising agencies, domestic and international distributors, and broadcasters, reinforcing their ability to assemble the right team for any project. They create compelling and entertaining content while facilitating the development, production, and distribution of programming through both traditional and emerging media channels. Anonymous is responsible for producing such features as 44 Inch Chest, 50 First Dates, Babel, Case 39, Eternal Sunshine of the Spotless Mind, Smiley Face and Rendition to name a few. Its commercial arm has been part of many of the industry's most successful campaigns, as well being at the forefront of the evolution of brand integration campaigns such as BMW Films. The Anonymous team now consists of more than 100 full-time employees at its Culver City, New York, and London offices.



			www.anonymouscontent.com


Anonymous' Fukunaga and W+K Taps Whitman for Call To Arms Anonymous Content recently released a moving :60 that is the centerpiece of Levi's Go Forth campaign. Working closely with Wieden+Kennedy, Portland, Anonymous Director Cary Fukunaga tapped into the unbendable reputation of the Levi's brand, the optimism of a generation recharged by recent political change, and the authority of an American icon to create the award-winning spot. America features a black-and-white montage of landscapes and people from across the nation with a voiceover of what is thought to be an original wax cylinder recording of Walt Whitman reading from his poem of the same name. Whitman's epic lyrics, which are so synonymous with the American cultural identity, beautifully complement the imagery of 4th of July revelers wearing the iconic Levi's brand. The poet's spoken words, captured more than a century ago, seem to hang timelessly in the air, forever a part of the American lexicon - similar, in many ways, to the eternal popularity of Levi's. "We wanted to create a spot that really spoke to this latest generation of Americans, who have been so disaffected by the political events that accompanied much of their upbringing," noted Fukunaga, a 2009 Sundance award-winner. "This spot is a call to arms for this youth. The creatives wanted to position Levi's as a brand that represents the resurgent American spirit that emerged with Obama's election, and what better way to do that than to allay the brand with one of the nation's most ardent supporters, the incomparable Walt Whitman." "This effort is a great example of what we can do here," stated Anonymous Commercials and Integrated Executive Producer Danielle Peretz. "We recently signed Cary to our Commercial and Integrated divisions after solely being with our management group. His narrative ability and knack for politically motivated, meaningful work, truly come through in this new effort. We're extremely pleased to have him as a part of the family." The campaign, which launched July 4, will feature an additional spot, a website, print ads, billboards, a presence on Facebook and other social media sites, event marketing, and a contest on levi.com/goforth. All will feature the same symbolic motif that positions the classic brand as the foundation of an energetic generation that will change America. The Creds: Client: Levi Strauss & CO Spots Title: Go Forth Air Date: July 2009 Agency: Wieden + Kennedy, Portland ECD(s): Mark Fitzloff, Susan Hoffman CD(s): Danielle Flagg, Tyler Whisnand Copywriters: Julia Oh, Rudy Adler EP: Ben Grylewicz Producer: Jeff Selis AP: Juliana Montgomery Production Company: Anonymous Content, Los Angeles Director: Cary Fukunaga DP: Darren Lew Executive Producer: Danielle Peretz EP/Head of Commercials: Dave Morrison Line Producer: Joe Mandarino Editorial: Joint Editorial Editor: Elliot Graham Assistant Editor: Jessica Baclesse EP: Patty Brebner Producer: Neil Kopp Sound: "America" poem by Walt Whitman courtesy the Walt Whitman Archive Music Composer: Owen Pallett and Charles Ives Music: "The CN Tower Belongs To The Dead (Many Ives Version)" by Final Fantasy Album Title: Many Lives 49 MP Publishers/Record Company: Third Side Music Mix: Eleven Sound Mixer: Jeff Payne Mix Producer: Kristin Felt Assistant Mixer: Ben Freer About Anonymous Content: Anonymous Content is an industry-leading production and management firm that leverages its unrivaled reach and access to talent to create and produce innovative content across all its divisions: Film, Integrated, Commercials, Music Video, Television, and Talent. Anonymous Content was formed in 1999 by a collaboration of business and creative minds responsible for developing some of the industry's most respected entertainment and branded content. In launching the firm, the founders combined their unique talents, distinct vision for the future of content creation, and unmatched industry access. Since then, Anonymous has been able to extend its reach across entertainment, exercising its capacity to package talent and mine literary material from deep and powerful resources. Company principals have developed longstanding direct relationships with talent, talent agencies, advertising agencies, domestic and international distributors, and broadcasters, reinforcing their ability to assemble the right team for any project. They create compelling and entertaining content while facilitating the development, production, and distribution of programming through both traditional and emerging media channels. Anonymous is responsible for producing such features as 44 Inch Chest, 50 First Dates, Babel, Case 39, Eternal Sunshine of the Spotless Mind, Smiley Face and Rendition to name a few. Its commercial arm has been part of many of the industry's most successful campaigns, as well being at the forefront of the evolution of brand integration campaigns such as BMW Films. The Anonymous team now consists of more than 100 full-time employees at its Culver City, New York, and London offices.			Media Archive
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