Will Ulbricht

CW: Will Ulbricht, AD: Michael Showell, CD: Jim Gibson

This work is an example of influence strategy and execution in the era before Instagram.

In 2009, as the global economy was melting down, Levi’s chose Razorfish to launch what might be the first ever “Influencer” campaign in support of the Levi's Go Forth rebrand.  

Our team at Razorfish worked directly with online publishers and sourced influencers from around the US to support the recently launched “Go Forth” campaign from Wieden + Kennedy.  In the era before Instagram and mass social media adoption, the influencer’s worked appeared in different formats and on a variety of sites including an early version of Facebook and even MySpace.

The video below succinctly summarizes the campaign and features much of the work.

The following video is a documentary filmed by one of the influencers we worked with.